The marketing team at Nike China recently came up with an inventive advertising campaign that would demonstrate the unique nature of the Nike Free Flyknit technology, and coincide with the official launch of the product earlier this month.

Working together with Wieden+Kennedy and the creative agency’s W+K Shanghai branch, the trio put together a public spectacle that would attract the eyeballs of passersby along Nanjingdonglu (Nanjing East Road) in Shanghai – one of the most heavily trafficked streets in the city.

Nike’s Nanjingdonglu flagship store served as the backdrop for a “live knitting” (or “live weaving”) session across a giant billboard to emphasize the new Nike Free Flyknit‘s sock-like quality.

Three workers dressed entirely in Nike gear – including a pair of Frees each – attached adhesive strips of “neon green threads” to bring the shoe to life, they finished off the sneaker by slapping on a larger-than-life Nike Free sole.

Via PSFK