The Nike MAG from Back to the Future II became known as the "greatest shoe never made" - until now. Nike in alliance with Universal Studios, Google and Ebay, produced 1500 pairs for auction with proceeds going to the Michael J. Fox Foundation for Parkinson's Research. The September 8th, 2011 grand unveiling at Hollywood's Montalban Theater and a VIP event at Universal Studios, were designed by adNAU.
The event design spatially realized the marketing campaign's graphic design, featuring stippled strands based on the shoe's light colors. Recessed illuminated trajectories, tangents of time, invited people inside the theater where they were greeted by a 16 foot high glass box filled with smoke. Revealing only the multi-colored lights from hundreds of MAG sneakers until the smoke gradually dissipated.
The entrance trajectories continued inside, branching into two dynamically lit chandeliers that guided attendees up stairs, past Back to the Future props, movie posters and a Mark Seliger photo exhibit of cast and creative talent. Leading to a recreation of the Cafe 80's from Back to the Future II. Complete with twelve screen TV wall behind the bar displaying film scenes and photos from a nearby greenscreen station where people could have their shots taken atop a hoverboard.
The divergent trajectories culminated on stage, leading into that evening's presentation and silent auction.