New KICKS, New Fans
Nissan asked long time experiential partner GPJ to create a ‘dare to do’ launch for the all-new 2025 Nissan KICKS that leveraged its fresh styling inspired by sneaker design. The goal was to generate excitement and capture the attention of a diverse audience, driving editorial and social media coverage during one of the most anticipated events of the year — March Madness.
Drawing from the world of sneaker culture, GPJ set out to unveil the all-new KICKS like a sneaker, with a KICKS-sized ‘unboxing’ dropped at Brooklyn’s Barclays Center plaza leading up to the opening rounds of the tournament. Members of the press, influencers, basketball fans and public onlookers watched as the box came to life with digital 3D anamorphic content, virtually ‘unboxing’ the new KICKS.
Inside the Barclays Center, the unboxing experience continued on the concourse, where fans could explore the new vehicle IRL. Inspired by sneaker culture, the booth included a Lacing Station for freshening up their style with new KICKS shoelaces, KICKS Beats DJs and a KICKS Cam where sneaker heads lived large in a downloadable 360 video.
For those who didn’t make it to the games, the Nissan KICKS unboxing experience appeared as part of Nissan’s Thrill Street at the New York International Auto Show. Sneaker artist Stomping Ground Custom was also there customizing sneaker-sized KICKS models in a collaborative expression of street-style and car design.
The all-new Nissan KICKS unboxing was an epic experience that clearly conveyed its sneaker design influence.
