Nike's Operation Be True: Sao Paulo

To mark the launch of its super-duper exclusive Be True collection of only seven sleek kicks models each saluting a different metropolis including Sao Paulo, Tokyo, Hong Kong, Paris, London, NYC and L.A., Nike’s thought of doing something really fun to mark the Brazilian release. In Operation Be True SP, they’re sending motivated sneakerheads on a treasure hunt with a pair of Be True shoes as the booty at the end of the rainbow. On March 29, registered pairs will first be briefed at Maze Skate Shop and then off they’ll go, scampering through the city to capture their finds via cell phone and sending them into Nike central as proof of the finished tasks. The hunt ends at Doc Dog Sneakers, where the five winning duos with the fastest completion times will be announced (and yeah, it’s no coincidence that they and Maze will be the only ones carrying this shoe). Losers should keep their chins up, though, because even if they don’t come in 5th place, they can still stand a chance to win in other categories, like Best Dressed Duo and Most Creative Photo. Sure beats an Easter egg hunt. Find more info — including registration — on the site. Good luck!