On the occasion of the Berlin Half Marathon, we were asked to promote Nike’s newest innovation, the Vaporfly running shoe. To do that, we wanted to bring alive the company’s attention-grabbing claim: “Fast as F4%K”. For the Berlin flagship store, we developed a campaign focused on speed and grit, emphasising how the new Nike Vaporfly 4% Flyknit would make athletes feel: fast, determined, empowered.
We developed a guided customer journey that started with the outside of the store and ended in a trial area inside of it. A large window display featured an eye-catching illuminated cutout of the Nike Vaporfly alongside of the claim. Inside of the store, we led customers towards a trial area where they could experience the Vaporfly’s capabilities themselves—and to learn more about the product.
With our in-store campaign, we didn’t just want to activate customers but also give them inspiration to use these shoe during the upcoming race day. At the trial area, a running track let runners take the Vaporfly shoe for a spin: A screen would show their performance and motivate them to go faster, until a surprise flashlight stopped them in their tracks. The custom-designed printing station then produced the runner’s photo on a police letter template, stating “YOU WERE FAST AS F4%K!”.
In order to guide customers from the store’s entrance to the promotional area, we used a variety of materials for way finding: Lighting stripes and floor graphics that included arrows to show people the direction towards the trial area, and an eye-catching glossy black acrylic around the Nike Vaporfly shoe.
