China’s lax health and safety regulations brings forth a wealth of advertising opportunity. Here we see Nike taking full advantage by sending four workers down some safety harnesses to ‘knit’ a shoe onto a billboard of a bare foot on Nanjing Dong Lu.
The stunt was created to promote Nike’s ‘Flyknit’ technology, which supposedly allows the “Free Flyknit” sneaker to fit around the ankle like a second skin.
Introducing this new development in trainer technology, the brainazoids behind this campaign released the billboard of just a bare foot outside Nike’s flagship store on the first day of “Free Flyknit’s” global launch.
They proceeded to stage a 10-day live knitting, performed by four installation professionals geared up in Nike outfits.