Nike Fuelband Launch

The situation—

The product that defined digital sport, the Fuelband was Nike's biggest innovation in decades. The brand wanted everyone to know about the power of this new wearable whose goal was to make everybody an athlete.

The challenge—

In order to generate a ton of organic buzz in the media, Nike tasked us with creating a unique influencer event in New York that would take people out of their comfort zones and engage them in some high-energy product trialing.

The solution—

We designed and produced an exclusive event that took our guests on a tour of the city and showed them that real athleticism could be anywhere, from the batting cages to the pizzerias. Our custom Fuel Wall was such a hit, it spawned additional activations inside Niketown and at SXSW.

In downtown Austin, our 100-foot-long Fuel Wall not only reacted to passerby, it also functioned as a view into the area beyond, where the energy of athletes in the skatepark, on the basketball court, and more was translated into kinetic animations in the now-iconic red-yellow-green gradient of the Fuelband.