Union Quest - Turning a Limited Nike Drop Into a City-Wide Competition
Sneaker drops aren’t just product releases. They’re cultural moments. The Jordan IV x Union collaboration demanded something beyond the usual “queue outside the store” playbook. The community Nike wanted to reach is defined by hunger for exclusivity, love for competition, and the thrill of outpacing others for a limited prize.
Client:
Warsaw Sneaker Store
Year:
2021
Industry:
Fashion
Services:
Brand Strategy
Content Strategy
Copywriting
Brand Design
Brand Activation
Client:
Warsaw Sneaker Store
Year:
2021
Industry:
Fashion
Services:
Brand Strategy
Content Strategy
Copywriting
Brand Design
Brand Activation
Executive Summary
Nike and Warsaw Sneaker Store wanted a launch that would match the intensity, exclusivity, and culture of the Nike Jordan IV x Union. The brand needed to take the analogue experience of queuing outside the store into a physical space, blending the best of both the digital and physical worlds.
Digital Bunch Solution
This campaign was about creating a chase: something fast, physical, and earned. We created Union Quest - The City Game, a fast-paced urban challenge where every player received a unique route through Warsaw, scanned branded QR codes, completed tasks, and raced for the chance to buy the limited shoes.
Nike needed an activation that matched the intensity of the culture. We designed a game that felt intense, social, competitive, and unforgettable: authentic to sneaker culture.
Sneaker culture thrives on challenge, rarity, and bragging rights. Union Quest delivered all three by pulling players out of their screens and into the streets, where every decision, detour, and burst of speed mattered.
What Really Mattered for Nike & WSS
Sneakerheads value authenticity. They reject empty marketing moments and gravitate toward experiences that feel challenging enough to respect their passion for limited-edition releases.
Challenge
Nike had to deliver a format that felt worthy of the Jordan IV x Union name: fast, competitive, grounded in real-world action, and bold enough to spark real excitement across the community.
Solution
We designed Union Quest, a city-wide game built around real movement, location challenges, and high-stakes motivation. Each participant received a unique, randomized route across Warsaw, ensuring true competition and zero group running. At every stop, players scanned branded QR codes to validate progress, turning each checkpoint into both a challenge and a micro-activation. The structure transformed the city into a dynamic game board and turned the drop into an experience the community had to earn, not simply attend.
Our Unique Approach: Immersion and Integration
Sneaker culture thrives on urgency, FOMO, rivalry, and exclusivity, so the experience had to embody those traits. Our approach leaned into the psychology of drops, not the polish of conventional marketing.
The game mechanics were shaped around the emotional beats of a real chase: the rush of not knowing exactly where the next checkpoint is and
the stress of seeing other players nearby. We mixed it with the satisfaction of earning progress and the pride of reaching all 12 locations before others. Every touchpoint carried sneaker-culture cues: movement, grit, and the thrill of competition.
The UX was intentionally minimal and fast, designed for sweaty hands, outdoor glare, and on-the-move decisions. The result was an activation that felt like a physical embodiment of a limited drop: hard to win, impossible to fake, and unforgettable to experience.
How We Transform Ideas Into Seamless Experiences
We created a full activation concept from the ground up. a city-wide chase designed around scarcity, speed, and competition. The structure, rules, and flow were crafted specifically to mirror how sneaker communities think, behave, and compete during high-stakes drops.
Paola Kadyszewska
Creative Producer
The goal was to deliver a drop experience that felt unmistakably earned. An activation that sneakerheads would respect, share, and remember. We aimed to create a challenge so culturally aligned with the community that it strengthened Warsaw Sneaker Store’s reputation with both players and global suppliers, proving they could host high-engagement exclusives worthy of top releases.
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Start ProjectThe algorithm purposely crossed player paths to heighten tension. Competitors could see each other racing through the city, knowing every second counted. The game ran for roughly eight hours, with 12 unique locations forming the backbone of the event. This wasn’t a gamified campaign. It was a real competition carved into the streets of Warsaw.
Authenticity To Sneaker Culture
By designing a system grounded in movement, fairness, and real-world difficulty, we created an activation players didn’t just participate in. They fought for. And because the experience respected the culture’s values, it resonated deeply, building trust with both players and industry partners. Instead of softening the experience, the activation leaned into the competitive nature of sneaker communities: fast decisions, real movement through the city, and the unmistakable feeling of earning your place in line.
Game Designed For Fair Competition
The system ensured that every player faced the same level of challenge. Route generation equalized distance and estimated travel time. Check-ins required physical presence, validated through selfies and QR scans. Car access was eliminated by placing codes in pedestrian-only spots. Together, these rules created a level playing field where winning depended on determination and strategy, not loopholes or shortcuts. Fairness wasn’t implied; it was engineered into the experience.
Brand Impact Amplified Through Physical Touchpoints
Every QR code placement functioned as both a game mechanic and a brand reinforcement moment. Players interacted repeatedly with branded markers scattered across the city, turning Warsaw into a living extension of the campaign. The activation created real-world visibility, built recognition through repetition, and positioned Warsaw Sneaker Store as a local leader capable of hosting high-engagement, high-stakes drops. The brand wasn’t just present, it was part of every decision players made during the chase.
Minimal UI Design for Real-World Movement
The interface was intentionally stripped down to essentials. No distractions, no unnecessary elements, no slow interactions. Every screen was designed to work under pressure: runners checking hints on the move, players searching for QR codes in bright sunlight, or competitors refreshing progress with sweaty hands and little time to think. The map visuals, markers, and controls were engineered for instant comprehension, supporting fast decisions without slowing anyone down. This minimal, movement-friendly UI ensured the experience felt smooth, intuitive, and competitive from start to finish.
Union Quest succeeded because it respected the sneaker community enough to challenge them. This wasn’t just a campaign. It was a template, a reputation booster, and a promise: the next exclusive release can be just as unforgettable.
The Results: A True Urban Challenge
Union Quest proved that Warsaw Sneaker Store can host experiential launches that rival major global activations.
Union Quest delivered numbers rarely seen in local activations:
2,227 km collectively covered by players
1,380 registered participants
200 players completed all 12 checkpoints
20 winners earned the right to purchase the limited sneakers
12 Warsaw locations
~8 hours of continuous gameplay
It became one of the most memorable sneaker events in the city’s recent history.
We turned Union Quest into a flagship example of how experiential drops can strengthen brand perception and deliver engagement that lasts.
Piotr Nałęcki
Marketing Manager, Warsaw Sneaker Store
Working with Digital Bunch was effortless. They quickly understood what we needed for the Jordan IV x Union drop and built an activation that was competitive, fun, and perfectly aligned with our audience. Union Quest became one of our most talked-about launches. A campaign that our community still remembers.
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