THE CHALLENGE Build brand loyalty and love among Nike+ members and female fitness fanatics in the greater Los Angeles area.
THE IDEA We helped Nike take over the city of LA to create a weekend-long celebration of fitness and training. The weekend opened with a Nike Running Club (NRC) Local Run led by Ellie Goulding and the Nike SNKRS Courtyard, which displayed a variety of Nike’s sneakers for women. Then Saturday featured personalized greetings and giveaways at a night-long NTC (Nike Training Club) Tour event, including an NRC Speed Run, a Flywheel cycling class, a Prevail Boxing session, a POUND drumming workout, a GROOV3 dance session, and an epic Grand Finale.
THE RESULTS The weekend engaged 3,500 women face-to-face but made impact well beyond the live attendees, generating over 3.5 million OOH impressions and over 102 million additional impressions via social, media and digital channels.