Why it worked
The video uses a relatable, everyday annoyance (a shoe tongue that won't stay put) and exaggerates it with humorous commands, making it highly shareable and engaging.
Product placement
Nike (appears, logo on shoe, removing it would not change what happens in the video); Travis Scott x Nike (appears, logo on shoe, removing it would not change what happens in the video); kickmax_shop (acts, creator says "shop with @kickmax_shop", removing it would change what happens in the video); kickmax.ru (appears, website url on screen, removing it would not change what happens in the video)