Nike and Leo Burnett Beacon Tokyo get fans collecting, trading and buying virtual sneakers

Launched on 11 June, the ongoing campaign is based on the premise that sneakers are a means of self-expression and have a "global language" all their own. 

In its history, Nike has released more than 10,000 variations, and specific models such as the Air Force 1 and the Cortez have cult followings. 

Using the Facebook platform as a medium, Shoe Boxxxx enables sneaker enthusiasts to collect and trade these collectibles with like-minded individuals around the world—and to purchase rare vintage shoes directly from Nike. 

Despite originating from Japan, the dual-language (English and Japanese) application is accessible from any country in the world. Users are invited to compete against others to obtain virtual shoes piled up (in boxes). Upon taking ownership of the shoes, the user opens a virtual box and receives historical information about the shoe. The user can also build up and display a collection that reflects personal preferences, which can be shared with friends. The shoes may then be traded with others around the world in a process that requires direct communication and can lead to virtual friendships based on a shared interest. 

Most importantly, participants are able to purchase real versions of many of the rare items once having obtained them in the digital sphere. 

The app currently has about 5,700 players.