To create a special website for a "Exclusive Nike Soccer Shoe Edition".


Instead of creating a site whose main goal was to be joined by as many as possible, the whole place was conceived like a VIP area, only accesible to a few members, in order to create the expectation and desire of consumers who are used to have instant and free access to most of Nike content. By creating curiosity for this exclusive site we believed that the interest in the shoe would be instant. After a few days and, once the attention was in the pocket, this site would be open to everybody.