AKQA Launches Nike Web Presence for Asia Pacific Market

NEW YORK AKQA used a collective of post-graffiti artists to create a Web presence for Nike Presto in the Asia Pacific region that lets users interact with art, sound and hidden animation.

The multi-lingual Web site (www.nikepresto.tv), which launched this week, covers six markets: China, Hong Kong, Japan, Korea, South East Asia and Taiwan.

The artists, known as Barnstormers, were discovered by Nike’s offline agency, Wieden + Kennedy in Portland, Ore. The Web site showcases the digital graffiti work of three of the Barnstormers—Frek, Sasuke and Skwerm.

AKQA was selected for the Asia Pacific assignment following a review of several undisclosed agencies, said Tom Bedecarre, CEO of AKQA. The San Francisco-based digital shop has steered Nike’s interactive efforts in the U.K. for the past two years. One of the initiatives AKQA created there was RunLondon.com, a Web site that promotes an annual Nike-sponsored race. The site lets visitors challenge a mate to the race and features film clips showing runners as they crossed the 10K finish line.

Aimed at a youthful market, the new Nike Presto site encourages visitors to use various art objects and paint colors to create their own urban artwork over one of three cityscapes. It also features Nike Presto footwear, apparel and watches.

The idea was built around the brand “being fresh and young and associated with creativity,” said Bedecarre.

“The site is not just a container for art, but art in real time,” said Glenn Sheehan, executive creative director at AKQA. “You can create and paint it as you go.”

Earlier this year, the Beaverton, Ore., athletic goods giant used a group of digital artists to highlight its product innovations on NikeLab.com. That site was developed by New York-based R/GA, Nike’s lead digital shop in the U.S. R/GA was responsible for last year’s launch of Nike Presto’s domestic site.