The Nike Shox VC IV feature on Nikebasketball.com acts as an extension of the print advertisement, showcasing Vince Carter as Captain Carter, a pilot with Nike Flight airlines. Using the travel aesthetic, we created a virtual airport with Vince’s new shoe, the Nike Shox VC IV, as a featured aircraft. The airport was a perfect fit because it is easily expandable for later use with future Nike Flight footwear. For the VC IV feature we collaborated with Honest to create a pre-flight safety video with Vince playfully narrating the features of his shoe. The video was so successful that the Nike retail network began showing it in Niketown stores and it was also used in displays at Foot Action stores. The Nike Shox VC IV feature brings the potential of the existing Vince Carter print ad to life, expanding upon its concepts and building upon it in a versatile virtual setting.