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HO25 SHOX
WHY & HOW
To inspire EMEA youth to adopt the Athlete mindset.
Injecting the ambitious energy of Shox into youth culture by introducing our innovation Shox Z, being supported by our provocative Shox TL.
STRATEGY & APPROACH
Create Visibility
& Desirability by infiltrating the
youth’s moodboard
Activate Underground by making the youth feel the power of ambition
Own the marketplace by inviting EMEA youth to equip themselves with the uniform of ambition
1. CREATE VISIBILITY
& DESIRABILITY
COMMS
Increase the presence of the Shox family in key cultural moments
Inspire our audiences through diverse & inclusive stories that embody the mindset of
the cultural challengers.
Establish Shox Z as the new benchmark in sport elegance
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I-D MAG X
“SETTING THE PACE”
A conversation that celebrates women in the creative and sport industries who are pushing their respective systems forward. The team organized a discussion featuring female profiles from our Nike family - Rhasidat Adeleke, Eva Apio, Fenn O’Meally, and Nia Archives - who share how they confront daily obstacles and continue to create new spaces for themselves and future generations. Sportswear being a central focus showcased through silhouettes such as the Shox Z and Shox TL.
+4M
VIEWS
C41 MAGAZINE x GAIA SABBATINI
Through a high-profile editorial blending fashion and performance, C41 portrays the Nike Athlete, Gaia Sabbatini in a series of iconic looks that elevate Nike Shox through refined high-fashion layering. Gaia’s story is one of courage and individuality, where style becomes an extension of performance and self-belief. The editorial captures a powerful dialogue between movement and fashion, redefining Nike Shox as a symbol of bold expression, resilience, and identity.
DUBAI SOLE DXB X COMMS SEEDING EXPERIENCE “MY HOME IS YOUR HOME”
Ahead of the Sole DXB festival in Dubai, the team organized an intimate seeding experience with our local & regional cultural & fashion comms outlets to reintroduce the Shox franchise - featuring a visual editorial lookbook introduced by Middle East Archive, alongside a food and music experience where our guests showed massive love for Shox.
NIKE SHOX x TOURIST ADLON GLITCH
Partnered with Berlin-based community platform TOURIST to celebrate the new Nike Shox Z with a full takeover of the Imperial Suite at Hotel Adlon - not only an iconic luxury hotel in Berlin, but an unexpected stage for an unexpected silhouette. Disrupting a space that’s historically untouchable, we transformed it into a Shox-charged endorsement lounge for creators, editors and voices resonating with the German Gen Z / youth culture.
139
ORGANIC POSTS
464K
IMPRESSIONS
MEDIA
Our media approach in HO25 was to bring edge to
Shox via authentic stories of Generation Ambitious
81M
REACH
4.6M
CLICKS
32M
COMPLETED VIEWS
GENERATION AMBITIOUS CREATORS SPOTLIGHT
Creating Shox product interest through the lens of creator storytelling and styling
30
CREATORS
+90
CONTENT PIECES
@tsxtso
@binaofficial
@tj.saw1
@meganria1
@jacopodecarli
@zoefcs
@superbabekillah
@badcatclub
TEENS INTEGRATION
AUTHENTICATE AND LAND SHOX TL IN THE WORLD OF TEENS
We activated two creator journeys, partnering with influential teen voices to meet our audience right where they’re spending time online. Leading with 15-year-old rapper from Berlin Zah1de, we seeded her and her crew with Shox TL ahead of her latest music video “REDE”, and co-created BTS content for her channels.
We then sustained the energy with London teen athlete Isabelle Kyson, bridging the gap between sport and culture as she prepared for The After Dark Tour London, captured in a 2-part series, through an off-track lens with Shox TL.
+41M
VIEWS
>$2M
SELL THROUGH
+6% vs PLAN
2. ACTIVATE UNDERGROUND
LONDON
SHOX: NO BRAKES
Our Shox truck stormed London at two key moments, celebrating Shox heritage while boldly introducing Shox Z to the city’s style catalysts. Partnering with Cap Girls Garage, the team hosted a Track Night like no other for 100 tastemakers, fusing beauty, speed, and culture. Through Second Life Markets, the Truck delivered fully booked workshops led by design talents Gina Corrieri and Ancuta Sarca.
And that’s not all … Running DNA also came through in style at After Dark Tour London, by dressing the most NHTBL artist and ADT headliner, Pink Pantheress in Shox Z for her performance.
PARIS
GAZE MAGAZINE X KOURTRAJMEUF
Paris centered its concept on the ambitious athlete mindset, spotlighting emerging creatives across photography and film. Through a long-term mentorship led by Gaze Magazine and Kourtrajmeuf, participants explored ambition through their diverse backgrounds and lived experiences. The 21 works were presented in front of over 200 guests at Espace Parallèle, an up & coming gallery catered by La Table Verte - all led by women.
776K
MEDIA
IMPRESSIONS
78K
INSTAGRAM IMPRESSIONS
33K
REACHED
ACCOUNTS
JOBURG
SHOX ARENA x KUNYE
Shox took over Kunye Music Festival with unapologetic energy, redefining bold, expressive, and proudly disruptive culture. Rooted in Gen-Z’s rebellious, individual, DGAF spirit, Shox flipped the script by bringing Gqom’s biggest names into a house-music space. Championing third-space communities where music, fashion, and culture collide, Shox Arena became a playground of self-expression—hosting 150+ guests among 12,000 festival-goers with live customisation, tattoo artistry, styling sessions, and a nail bar.
70%
SELL THRU
+12K
TOTAL REACH
PARIS
Paris put the ambitious athlete mindset at the heart of their concept, leveraging emerging creatives in photography and film. With a long-term journey consisting of a mentorship program led by Gaze Magazine and Kourtrajmeuf they tackled what ambition means to them through their various backgrounds and experiences. The 21 works were presented in front of over 200 guests at Espace Parallèle, an up & coming gallery catered by La Table Verte - all led by women.
MILAN
SHOX X TRRRMOTO
Pushing Shox further into Milan’s most ambitious youth community
TRRRMOTO, the team brought Latin nightlife into one of the most traditional-bound, image-conscious cities in Europe. A night rooted in contrast brought together individuals who redefine the codes of likability through unapologetic self-expression, cultural risk, and confidence.
Alla Carta spotlighted how the collective rewrites the rules of visual culture.
SPAIN
DJ TOCCORO X DJ CHLOE CAILLET X PEPA SALAZAR
The team built journeys with DJs Toccororo and Chloé Caillet placing Nike Shox at the intersection of subculture, music, and community while designer Pepa Salazar added a fashion-forward, locally rooted lens. Her new collection was unveiled through an intimate, catwalk-free dinner where friends debuted the pieces organically - blending Shox Z, fashion and community energy.
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3. OWN THE MARKETPLACE
NIKE PARTNER MARKETING
CUT THROUGH THE CHAOS
Across the EMEA marketplace, Nike Partners drove scale and cultural relevance for Shox through the voices of Youth. By obsessing their craft, channeling the power of ambition and amplifying bold style, attitude & self expression.
893K
UNITS
1822
DOORS
1100
COMMUNITY ATTENDEES
10M
SOCIAL REACH
NIKE STORES
Shox was impossible to ignore across our key EMEA doors. Immersing consumers in the disruptive world of Shox, the team pushed in-store styling boundaries with a bold custom kit that transformed mannequins into unapologetic expressions of the Shox world.
150
STORE TAKEOVERS
1664
SHOX Z
UNITS SOLD
7472
SHOX TL
UNITS SOLD
+61.7%
BLACK HOODIE
+39.5%
RED HOODIE
SHOX APPAREL
ON BUY PLAN
DIGITAL
Leveraging our Nike ecosystem to inspire EMEA youth with the uniform of ambition.
BOUNCE RATE
ADD TO
CART RATE
CVR
230K
OWNED COMMS
DEMAND
THANK YOU
TO ALL THE FUNCTIONS AND THEIR
STRONG CROSS-TEAM COLLABORATION
FOR MAKING THIS HAPPEN
KEEP IT TIGHT 2026 - NIKERUNDOWN.COM
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