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Nike X Hypebae WIREWAX Case Study

About the project

Global fitness and lifestyle powerhouse, Nike, and leaders in women’s contemporary fashion and streetwear Hypebae banded together to bring an interactive photoshoot to their views in celebration of the launch of Nike’s new Air Max Dias. The dynamic interactive content put viewers in control of their style experience, empowering each individual to direct the shoot with each personalised decision point.

Problems to Solve:

  • Stronger and more powerful engagement than ever before.
  • Brand awareness and increased memorability.
  • Drive product buzz and shortened path to purchase backed by a top of mind digital brand experience.


  • WIREWAX Studio to independently control and create interactive content at scale.
  • Advanced SaaS tool to create custom hotspots, branching points, and embed the experience with InStyle editorial.
  • Metrics dashboard providing over 150 data points per second.

The result?

  • 73% of all viewers interacted with Nike x Hypebae’s experience.
  • 4x interactions per active viewer.
  • 68%  of all viewers spent up to 2 minutes on average exploring the interactive video.


See the full experience in action on Hypebae’s site here.



interactive video