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HO25 SHOX
STRATEGY & APPROACH
Inspire EMEA youth to adopt the athlete mindset -
Show them that the ‘not here to be liked’ positioning for Shox is built on ambition, a powerful and positive force.
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 BY INFILTRATING
THE YOUTH’S MOODBOARD
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.
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ORGANIC POSTS
464K
IMPRESSIONS
MEDIA
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 BY MAKING THE YOUTH FEEL THE POWER OF AMBITION
SHOX: NO BRAKES
AUTHENTICATE AND LAND SHOX TL IN THE WORLD OF TEENS
With an unmissable Shox Truck London pulled up across two key moments to celebrate the heritage and boldly introduce Shox Z to the hearts and wardrobes of London’s style catalysts.
The team partnered with Cap Girls Garage - a female motorsports collective combining their love of beauty and speed - to host a Track Night like no other for a carefully curated guestlist of 100 tastemakers.
The truck also pulled up directly in her path through a partnership with Second Life Markets delivering fully-booked experiences including workshops led by local ‘disruptive by design’ talent, 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, amplified in partnership with the global NSW channel.
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.
776K
MEDIA
IMPRESSIONS
78K
INSTAGRAM IMPRESSIONS
33K
REACHED
ACCOUNTS
70%
SELL THRU
+12K
TOTAL REACH
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.
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
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.
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SPAIN
Journeys with DJs Toccororo and Chloé Caillet tapped into key cultural moments to authentically position Nike Shox at the intersection of subculture, music, and community. Designer Pepa Salazar added a fashion-forward and culturally rooted perspective that bridges creativity and local relevance.
Unveiling Pepa’s new collection in a boundary-pushing way: no traditional catwalk, but an intimate dinner where her closest friends debuted the pieces organically. Pepa wore a custom Nike look featuring the Shox Z, while her circle styled the silhouette alongside her new designs, blending fashion, community, and energy.
3. OWN THE MARKETPLACE BY INVITING EMEA YOUTH TO EQUIP THEMSELVES WITH THE UNIFORM OF AMBITION
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.
THANK YOU
KEEP IT TIGHT 2026 - NIKERUNDOWN.COM
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