Nike was launching its new Tech Pack collection into the well populated sports-meets-lifestyle category. We were asked to create an immersive experience that would ensure product standout and bring to life the garments’ technical and tailored aspects.
We conceptualised the fully immersive, dynamic Nike Tech Pack Studio LND and fitted it out with cutting edge lasers that mirrored the clothes’ technological innovations. To emphasise their premium, tailored fit we seeded product to key media and influencers and had tailors, borrowed from Savile Row, on site to personalise people’s gifted Tech Pack.
The event was attended by over 200 key fashion and lifestyle media, bloggers and influencers. We produced video content featuring Instagram sensation, Patricia Bright, wearing Tech Pack. She posted it to her 290K fashion-conscious followers: the target Tech Pack demographic.
The Nike Tech Pack Studio LND experience was customised and shareable from start to finish: attendees were photographed in front of a UV London skyline in their Tech Pack; air hockey and tunes by London-based DJs got people moving – so they could experience the lightness, functionality and fashionability of the product for themselves.
The campaign achieved significant media coverage, reaching 1,176, 375 people via social media channels, online and print media. Key coverage carried Nike’s tailored and technical campaign message.