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When it came to marketing the new Nike Air Max 270 trainers, French marketing company Yard decided to reverse the entire fashion process. Instead of the new shoes being debuted on the catwalk and filtering into normal people’s fashion, they set up stores in the suburbs of Paris in the entrance ways to apartment blocks and flats, allowing those on the streets to buy them before anyone else. As this video outlining the campaign shows, the effects of this campaign could be measured by how much impact the fashion had on what was on the catwalks, rather than it being the other way round where the catwalks have an impact on the consumers.

Nike|Air Max 270|Fashion|Campaign Video

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