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NIKE x VENEDA CARTER
AIR MAX MUSE
ROAD TO LAUNCH RECAP
FA25 pushes the boundaries of the Air Max Muse journey, weaving its future form foundations into a captivating personal narrative. This collaboration with the internet's favorite trendsetter, Veneda Carter, evokes deep consumer connections and tells a story like no other.
TOPLINE LAUNCH RESULTS
100%
Pre-launch Sell-Through
(Across Naked Copenaghen
and La Librarie)
100%
SNKRS Sell-Through
Sold out in 15 minutes
9.7M
Comms impressions
across key EMEA titles
(Digital and Social)
MUSE STORY TO-DATE
From the initial tease to an energized launch, RNWY has seamlessly positioned the Air Max Muse as a sought-after style icon. By rekindling Nike's prominence in sport and fashion through strategic placements and dynamic collaborations, we've captivated audiences during key cultural events.
OBJECTIVE
Cement Muse’s DNA as a style-led silhouette
Leverage Veneda’s influence on our consumer as designer, curator, stylist and celebrity
Ground the product in EMEA culture
Partnering with Veneda for an exclusive Muse dinner during Paris Fashion Week Men's, we sparked curiosity and brought the Muse journey to a culmination with her highly anticipated collaboration.
STRATEGY
Be bold and different – just like the Muse.
Create a show-stopping Muse pre-release across key style cities, amplifying partner and own doors through exclusive early access
Tell Veneda’s heritage story, creating relatable consumer connection
HOW IT CAME TO LIFE
With Veneda’s Copenhagen roots well documented, we riffed off her Polish roots and campaign and built a Warsaw-inspired bazaar as the unique setting to sell her shoe.
The bazaars are where she learnt to curate.
(It’s also where she got her first pair of Nike’s - which were fake!)
Ensuring our homage was ‘RNWY-right’ we created an elevated and unique selling mix, integrating creative network and giving consumers the chance to win a Veneda- designed, limited edition Swoosh necklace, using a golden scratch card.
We created a unique shopping experience showcasing work from our talent roster in beauty, fashion, art, books, and design, featuring cultural tastemakers and Nike partners such as Isamaya Ffrench, Nhogirl, Nicklas Skovgaard, IDEA Books, Kasia Kucharska, and more.
COPENHAGEN BAZAAR,
POWERED BY
LAUNCH PARTY
By harnessing Naked Copenhagen's influential presence and drawing from the extensive networks of Nike and Veneda, we sparked excitement that resonated far beyond the city, driving impressive foot traffic.
Some customers told us they’d driven to Copenhagen from Germany to get the shoe
PARIS FASHION
WEEK BAZAAR,
POWERED BY LA LIBRARIE
To harness the Energy of Paris Fashion week we brought Veneda’s Bazaar to the Nike Librarie, selling the Air Max Muse alongside Veneda’s jewellery. We elevated the selection by providing exclusive access to Veneda’s brand-new denim line merchandised alongside a curated selection of Nike pieces.
BIRTHDAY PARTY!
We chose Veneda’s birthday to celebrate the pre-launch and brought Veneda’s Tier 1 rolodex to our Nike door, which became a hub and we welcomed 6,188 visitors through the doors in 48 hours.
Sales above initial forecast
+580%
Store Footfall
+205%
ACTIVATING OUR NETWORK
Amplifying reach through launch event attendance and celebrating our shared and unique networks, we brought 12 catalysts from across the globe for ‘Veneda’s CPH’ – a 24 hour tour of her favourite city spots,
with a Polish dinner to close.
OUR NETWORK LOVED
We took a surgical seeding approach, prioritizing our key network and Veneda’s local friends and family to further this shoe’s personal approach.
WHAT HAPPENED ONLINE
We leveraged IRL moments and connection to spark strong consumer intent online.
We leveraged Nike’s SNKRS app to build awareness and anticipation, deepening storytelling and leading to high sign-up rates in app. We partnered with Vogue France to cover the PFW story exclusively (and they stayed to celebrate!) and gained significant earned media off the back.
MASSIVE ORGANIC
SOCIAL SHARE
NIKE ENGINE
BUILT AWARENESS
VOGUE FRANCE AUTHENTICATED
1.2M
Reach
3M
Impressions
894k
Engagement
TAK! MERCI! THANK YOU!
A LOT of teams across the business worked hard
to bring this launch to life, and we are truly grateful.
Passing the Muse baton to the NSW team as they take Muse to scale.
EMEA RNWY Team xo
KEEP IT TIGHT © 2025 NIKE RUNDOWN
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