Kyrie Wheaties Seeding Kit

Pumping Up the Release of Kyrie Irving's Newest Kicks and Hollywood Film

Forward-looking brands like Nike just get it. They understand the power in social media and influencer marketing tactics to leverage publicly credible faces to disperse brand stories across loyal audiences. They know social media isn’t just a channel for message—it’s a conduit to seize on high-impact moments and share them with the audience.

And in the summer of 2018, Nike seized on the moment when Kyrie Irving seemed to be EVERYWHERE.

The NBA star known for his handles and lethal scoring had crossed over to the big screen as Uncle Drew and dominated the cereal aisle with a Wheaties box featuring both Kyrie and his big-screen alter-ego. Bringing fans into the celebration, Nike decided to launch a limited release of Kyrie 4 colorways They asked IDL to build hype around the athlete, the movie release, and the shoe by developing an unforgettable, must-share seeding kit experience.

100 influencers got Kyrie 4 colorways hidden within a larger-than-life box of Wheaties featuring Uncle Drew. Kyrie himself revealed the kit live on SportsCenter and then took to Instagram, where he unboxed the kit for his 12 million followers. The event set into motion a storm of media coverage that underscores the power of a well-executed influencer marketing campaign. Kyrie’s Instagram followers, as well as ESPN viewers and users across various social media platforms led to impact engagement that invited the public to share the moment with Kyrie.

10 million views of Kyrie’s unboxing video and 50 thousand twitter engagements later, the shoe keeps riding the wave of excitement built by the campaign. And the Summer of Kyrie continues to live on in the minds of consumers.

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