Foot Locker invites sneakerheads to design their Nike Tuned Air Max Plus’ in new comp via Isobar

Isobar Australia has partnered with Foot Locker Asia Pacific to celebrate the 20th anniversary drop of the Nike Air Max Plus.

Better known as the ‘TN’ or ‘Tuned’, The Nike Air Max Plus remains one of the boldest, most polarising sneakers Nike has ever released, inspiring a cult following to this day. To hype the 20th anniversary re-release of the silhouette’s original colourways, Foot Locker are inviting their fragmented audience of ‘sneakerheads’ across Australia and New Zealand to ‘Tune the Tuned’ and design their ideal sneaker.

Designed and built from the ground up by Isobar, TunetheTuned.com is a mobile-responsive website delivering an app-like experience in browser. It gives fans a 3D sneaker they can fully customise, from the iconic ‘fingers’ that characterise the TN design, to the famous shank and gradient upper. Fans can then share their entry on Instagram for a chance to win their design being brought to life by sneaker customiser, Gyst for Kickz.

Says Bradley Eldridge, executive creative director, Isobar: “On launch day, and before any media promoting the competition, Foot Locker had received 5000 entries. At one point, we were receiving a new entry every three seconds. Now at close to 20,000 entries, Tuned the Tuned proves that playful marketing and a slick experience is a great way to ignite an engaged audience.

“Our vision was to create a digital experience that puts the iconic shoe in the hands of fans and lets them share their own unique style on Instagram – the platform of choice for sneakerheads who like to flex their kicks on the internet.

“The team at Isobar have produced a beautifully-crafted design tool that puts fans at the centre of this revered brand story.”

Says Brendan Graham, senior director of marketing at Foot Locker Asia Pacific: “The Nike Air Max Plus has been a very important franchise to our business and our customers since 1998. It is a silhouette that has a passionate community of fans who obsess over the endless range of colourways and colourway nicknames. This well-crafted experience from Isobar across mobile, desktop and social has allowed us to tap into that consumer insight and generate an immense amount of engagement and earned media.”

The campaign runs until 18 December 2018.