Personalisation had quietly become a product feature, and during gifting moments, Nike By You risked feeling like an intimidating blank canvas — better suited to the creatively challenged than the everyday gifter who simply knew someone well.

“Show Them You Know Them” reframed customisation as an act of curiosity, not only expression. Instead of centring the shoe, the work centred the relationship behind it. The weird, specific and private logic was explored visually through a meme-led vernacular that reflected how people actually communicate closeness.

The hero films built a giver–receiver–shared world structure that extended across Valentine’s Day, Mother’s Day and Chinese New Year. What began as a seasonal idea evolved into a year-round gifting system across Nike By You’s calendar.