Over the course of three days, Nike unveiled the lunar glide dynamic fit footwear technology and thermo-regulated apparel line to the region's most influential running, design, music and women's media. For the media to endorse the new technologies, they needed to understand the innovation breakthroughs and experience the products first-hand.
To showcase design targeted to women, Nike Brand Design transformed our London Shoreditch pop-up store 1948 into an immersive experience featuring product innovation and insights.
To support Nike's partnership with runner specialty stores, Nike Retail Marketing created windoLeading up to the media launch, teaser email invitations highlighted athletic differences between men and women through playful illustrations, illustrated by Kustaa Saksiws and displays for 3rd party retailers that resonated with professionals and running enthusiasts, while seamlessly fitting into the campaign.
The experiential exhibit showcased the history of running cushion technology through a diorama inspired by the year of introduction, leading up to the dynamic fit technology in Lunarglide+.
The running apparel exhibit highlighted the difference between men and women's thermoregulation. While women get colder than men, they are actually warmer internally.
To experience the products first-hand, journalists wore and tested the Lunarglide+ and iPod nano for a Nike+ guided run past East London landmarks.
Running specialist demonstrate Nike+ personal training and NIKEiD running shoe customization.
A Nike+ Sport Music morning with De La Soul to unveil their new Nike+ track, "Are You In?
The first viewing of artist (and runner) James Jarvis' animation, "Onwards."