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Nike - Flyknit Experience

brand engagement through iconic innovation

Nike

As part of our ongoing relationship with Nike, we collaborated with them to deliver an impactful, pop-up event to showcase their Flyknit Lunar1+ collection, encouraging visitors to engage with the brand’s latest running shoe across five iconic locations.

The Brief

To launch their new ‘second skin’ Flyknit running shoes, Nike required memorable, visually striking pop-up experiences to grab runners’ attention in five iconic, but very different, cities: Amsterdam, Paris, Barcelona, Milan and London.

The Insight

These days, information inundates us from all sides and sources; the new decentralised marketplace (‘anywhere retailing’) means the possibility of purchasing really can come from any angle. With that in mind, we worked collaboratively with the Nike European Brand Design team to develop and deliver five uniquely unusual pop-up pavilions that would be placed in five exclusive, unforgettable locations to encourage intrigue, enticing visitors into the multi-sensory showcase where they could fully immerse themselves in the brand experience.

The Solution

 

To help create hype, high levels of awareness and community engagement, runners in each of the locations were invited to the city locations via social media while specially hosted events drew in passers-by. Once inside, visitors were taken on a journey through the full Flyknit experience, including the opportunity to trial the latest running shoes with no obligation to buy- something not typically available to consumers before purchase. Prior to taking the new shoes out for a spin, visitors could get their Flyknit trainers steamed to achieve the perfect custom fit- the products were then taken to the streets to trial-run them alongside fellow innovation-hungry runners.

By placing the pavilions in carefully selected locations and using compelling, disruptive design, we made sure the Flyknit experience was one that would resonate with runners of all abilities long after the event.

 

The Results

Head of Retail Brand Marketing Nike UK

"I would not hesitate in recommending Green Room to any brand or retailer. All the attributes we look for in an agency, Green Room possess. They’re highly creative, instinctive, great value, work well under tight timelines. And they’re great people to work with, a real extension of our brand."