Thursday, March 20, 2008

Nike "Be True" Launch

Nike’s Be True collection is a highly exclusive range, with only seven models named and designed after seven different cities including Sao Paulo, Tokyo, Hong Kong, Paris, London, NYC and L.A.

Marking the launch of the Brazilian release, Nike created the “Operation Be True SP”, which is essentially a treasure hunt for fans with a pair of Nike Be True sneakers as the prize. Contestants will initially be briefed and then sent out into the city to capture shots of the city. In order to show that they have completed each task, they need to send the photo to Nike as proof.