NIKE: PG AIrways - ART DIRECTion, Design & photography
To launch Paul George's fourth signature shoe, our team came up with a unique and innovative campaign that aimed to capture the imagination of basketball fans and sneaker enthusiasts alike. We took inspiration from George's quote, "Head in the game, feet in the clouds..." and created a fictional airline called "PG Airways" that promised to provide the most comfortable flight in the game. We took the design inspiration behind the shoe and used it to hack an existing airline safety film script. We populated the plane with a unique set of passengers, each one representing the different elements of the shoe and its features. The in-flight safety film was shot like a commercial, showcasing the shoe's design and comfortability in a creative and unique way.
The in-flight safety film was launched on Paul George's Instagram account as well as on the YouTube and Finish Line social media channels. The campaign generated an immediate response and within minutes, thousands of people were expressing their desire to fly on PG Airways. The campaign was successful in creating buzz and interest for the shoe and helped position it as a must-have for basketball fans and sneaker enthusiasts alike. Overall, the "PG Airways" campaign was a huge success, it was able to create a unique and memorable launch for Paul George's fourth signature shoe, and it was able to showcase the shoe's features in a fun and engaging way. It was a perfect example of how a creative campaign can take a product and make it stand out in a crowded market.
Now BOARDING
PG Airways is the airline of choice for some of the biggest names in the sports industry. Famous Clippers players like Jerome Robinson and Landry Shamet were seen on the flight, engaging in playful banter over who got to claim the armrests. The team's superfan, Clipper Darrell, was also on board, where he had a friendly rivalry with WNBA legend Lisa Leslie. WNBA star Kayla McBride was also present, where she showed off her resourcefulness by turning empty Gatorade bottles into makeshift basketball hoops. Steve Balmer, the owner of the Clippers, was also on board, and he ensured that everything ran smoothly during the flight.
Each of these VIPs leveraged their social media following to share their experiences on PG Airways, creating buzz and excitement for the airline and the brand. Their posts, including pictures and videos of their time on board, were shared widely on social media platforms, creating a sense of exclusivity and VIP treatment for those who flew on PG Airways.
SECURELY STORED
To amplify the excitement surrounding the release of the PG4 shoe, our team strategically placed the shoe in various locations throughout the PG Airways campaign, including overhead panels, overhead bins, security trays, in-flight meal service, and even inside the packaging of life vests. By integrating the shoe into the campaign in this way, we aimed to generate buzz and anticipation for its release, making it a highly sought-after item for basketball fans and sneaker enthusiasts.
FIRST CLASS
Our team partnered with Finish Line stores to create an exclusive and immersive experience for fans of the PG4 shoe. With each release of the shoe, we issued an exclusive "pre-flight check-in" pass on the Finish Line Winner's Circle app. This pass sent hundreds of Paul George's fans to Finish Line stores to purchase the shoes and unlock exclusive PG Airways merchandise, such as in-flight safety cards, vintage PG Airways posters, and a limited-run of brass PG Airways wings. Each wing was designed to match a specific colorway of the shoe and was only available to select numbers of Finish Line members who purchased the shoe.
The partnership with Finish Line allowed us to create a unique and exciting experience for customers, as they not only had the opportunity to purchase the shoes, but also had the chance to collect exclusive PG Airways merchandise. The in-flight safety cards, vintage posters, and brass wings provided customers with a tangible reminder of the PG Airways campaign and helped to create a sense of community among Paul George's fans.
Furthermore, the exclusive nature of the wings, being available only to select members who purchased the shoe, created a sense of exclusivity and scarcity, making the wings highly sought-after by customers. Overall, the partnership with Finish Line allowed us to create an immersive, multi-faceted campaign that not only generated buzz and excitement for the shoe but also provided customers with a unique and memorable experience.
THANK YOU FOR FLYING PG AIRWAYS!
$500 Reseller price on Ebay for PG Airways Wings.
650k Instagram film views in first day.
4 Sold-out color-ways of the PG4.
