Each day, the image with the most likes would be revealed and the page content would be updated to show the chosen square. After 5 days, the full shoe would be revealed and the campaign would 'refresh' the following Monday. The second stage would feature detailed photos of the first shoe along with the reveal date and teaser images of the next pair.
The following stages would include a lot more content, such as detailed photos of both shoes, photos of the packaging, teaser ads, release information, competitions and much more. If you would like to view the campaign live 'in situ', please visit the following Instagram accounts on the Instagram account on your phone or click the links to view on the desktop application.