To debut its new React Running shoe in Shanghai, Nike introduced a fun video game that enhanced customers' in-store try-on experience. In Europe, the brand got a little more practical and sent runners out into the real streets, in not-so-perfect weather conditions.
The brand invited 20 running pros from Intersport, one of Nike Europe's top resellers, to test out the new React technology on the streets of London in the rain. They asked the athletes to run the longest relay possible in the shoe, and after each leg, the brand, working with agency Perfect Fools, got each of the runners to give their reactions and review the shoe on camera. The relay yielded nearly 200 different social videos for Facebook and Instagram, and featured as reviews on various Interport websites and on-screen in stores.