Claws Out
Korea’s national team has long been symbolized by the tiger. But Nike wanted to pull a generation that never experienced the energy of the 2002 World Cup into the story without giving them another display-case kit reveal. So CLAWS OUT began as a mystery: people across the country were having the same dream of a red moon. Fans entered a five-stage escape room, followed clues through bedrooms and forests, awakened as part of the “nation of tigers,” and discovered the new kit at the end. The two reservation drops closed in 1 minute 40 seconds and 44 seconds, with about 2,000 applicants each. Karina helped carry the launch beyond football and into Korean entertainment culture. Not bad for a jersey reveal you had to escape into.