Nike
Unpack Your City
Opening a world of AR.
![Unpack Your City Hero](https://images.ctfassets.net/feazk3r7m969/5zkC8716X724ATWb12fKMn/76f2569f90a221eb3b4b1418dfbc3019/Nike_Unpack_Your_City_thumb.jpeg?w=1920&q=70&fl=progressive)
Insight
Nike has released a limited-edition shoe that celebrates the spirit of Shanghai’s architectural “golden age,” paying homage to multiple generations of the city.
The honour to the city even extends to the packaging, in a way that truly lives the ‘Just Do It’ message and gets people moving at the moment of unboxing.
![unpack your city-img4](https://images.ctfassets.net/feazk3r7m969/70FzEOW6IYIykFGiHLlxiC/2f98310b617491b8a6e3e94915df698b/3T6A7807.jpg?w=1920&q=70&fl=progressive)
![unpack your city-img3](https://images.ctfassets.net/feazk3r7m969/20RtqehkhsL9VUTd2MV5wL/e1951d52c7cdda5dab108cb4003b5632/3T6A7803.jpg?w=1920&q=70&fl=progressive)
Idea
The tissue paper new shoes are wrapped in is transformed into an interactive, reusable map of Shanghai.
The printed map triggers a unique Augmented Reality experience, unlocked via a WeChat Mini-program. The app grants access to workshops, community runs and activities, across the neighbourhoods of Shanghai.
![unpack your city_hero](https://images.ctfassets.net/feazk3r7m969/XsFhLosi9EwkmbmmxlPGl/13ff9acd79ffbad178e27501e05cf366/3T6A7839.jpg?w=1920&q=70&fl=progressive)
Impact
Thousands of people access the new AR world.
Through a simple mobile booking mechanism, owners sign up to various experiences to put their new shoes to use across the city.