When Nike launched their new SneakerBoots and Tech Pack Aeroloft jacket collections in China, they wanted to make a statement. Consumers already expect superior style and function from Nike--but could they really provide that same level of performance in all-weather jackets and boots? Leviathan (Envoy's experiential marketing team) understood the unique challenges posed by Nike's Global Sportswear team and created a unique and memorable event that generated global buzz.
We created a 170-foot-long interactive obstacle course in Shanghai–complete with jagged terrain, a flooded street, a barricaded alley and a taxi. Then we invited media and VIP influencers to test out Nike's new footwear and apparel first-hand. The hi-tech course used human motion and Lidar sensors to trigger visuals, tracking participant’s scores in real-time while an automatic photo-capture feature displayed their victory across a vivid 30-ft-wide display.
The Test Stride event went far beyond familiar product trials to create a memorable and shareable experience for the difficult-to-impress attendees. Coverage of the event circulated globally and was featured on premiere streetwear and fashion media outlets. Event Marketer awarded it Gold for "Best High-Tech Audience Interaction."