Nike China and Wieden + Kennedy Shanghai have devised a billboard campaign ad like no one has ever seen before. Weiden + Kennedy is an independent advertising agency that develop great and strong relationships between companies and their consumers. Using Nike’s flagship store on the bustling cornere of Nanjing East Road, the two creative entities staged a live knitting session across a giant billboard as a way to show off the Nike Free Flyknit’s sock-free quality.

Preparation for the publicity takeover started days ago when Nike the billboard featuring a giant barefoot. When the global launch day of the Nike Free Flyknit occurred on August 1st, three workers dressed in all Nike apparel (including pairs of Nike Free running shoes), began the “Flyknitting” process as they hung stories above the Shanghai streets. To add a sense of realism to the foot, they used the volt/neon green threads (resembling the actual colorway), stitched together to adhesive-backed panelings, making this campaign marvel more impressive.

If you’re in the metropolitan area of Shanghai, you can see the finished billboard in person at Nike Shanghai Flagship across from People’s Park near the Nanjing East Road.

[Sneaker News]

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