Launching Nike’s fastest running shoe yet, the Next%, Nike needed to harness data to identify and engage the nation’s fastest and most dedicated runners. Amongst this audience, Nike wanted to increase brand favourability and create hype for the launch of the Next%.
Nike wanted to ensure the Next% would only be worn by its most dedicated runners, so Nike created the ultimate new currency for runners to purchase the industry’s top product: running speed. We integrated our mechanism within the pacing mobile apps used daily by over 24 million runners, daring them to go faster, allowing for easy synchronisation with pace tracking data.
Upon accepting the challenge, runners were redirected on different journeys depending on their speed. The fastest runners were directed to a QR code which would enable them to proceed with Next%’s purchase, while Everyday Runners were directed to Nike’s entry level shoe.