Page One Public Relations was retained to create media interest for Virgil Abloh’s OFF-WHITE x Nike World Cup Capsule, designed in celebration of the 2018 World Cup in Russia. The target markets were Abloh’s home town of Rockford, Illinois and Chicago. Virgil Abloh is an artist, creative director, designer, and the Men’s Artistic Director for Louis Vuitton.
Page One was retained only two weeks before the product launch and did not have access to Virgil Abloh.
Page One leveraged unique, creative events to attract media attention.
In Rockford, Nike created a surprise event with student-athletes from Boylan Catholic High School, Abloh’s alma mater. Page One pitched media on the opportunity to preview the new uniforms and added a human-interest angle by coordinating interviews with the students to create a “feel good” story.
In Chicago, a soccer field was created in Douglas Park, with an invitation for the public to come out and play games. A special game with two teams of local influencers was also organized to create social media awareness and buzz.
With only two weeks to create a strategy and secure media, Page One secured broadcast segments on ABC-TV, WGN-TV and WCIU-TV, in Chicago, as well as every Rockford television station. Media attendance at the events led to 16 digital placements and over 100,000 ‘likes’ on Instagram for the events.