2025 / October
KNWLS
Embracing the movement of female athletes across the track or the street, the club or the gym—while amplifying their commanding charisma—the preview of the first Nike x KNWLS collaboration was held at BoonTheShop Cheongdam Flagshipstore, a key player of RNWY offense in Seoul.
The collection drew particular attention through the bold silhouette of the Air Max Muse, which fuses ballet flats, vintage football trainers, and KNWLS’ Fang boot.The preview welcomed KNWLS co-founders Charlotte Knowles and Alexandre Arsenault to Seoul.
Coverage was amplified across 8 Comms partner channels, featuring private interviews, event highlights, and collection stories. The event attracted over 230 guests, including MEOVV and entertainment and fashion community leaders and VIPs, marking a energetic moment in Seoul which was having a new design experiment at the center. In terms of market response, Air Max Muse Black & Beige chalk made 100% ST out of 126 units, and 27%ST with pink CW out of 62 units in its first week.
COMMS HIGHLIGHTS
seeding highlights
ACTIVATION SKETCH
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