OMM was tasked by Nike to promote the brand’s latest release - the new Peg Turbo shoe - to the fashion conscious consumer.
Last month NikeTown London hosted their first in-store sprint race experience coinciding with the launch of their latest Pegasus shoe - the Nike Zoom Peg Turbo. This shoe builds upon Nike's new foam core technology to deliver a high-performance based running shoe that also looks cool enough to wear out shopping in Kurfürstendamm, Champs Elysées or on Oxford Street in London.
Approach - fast on every level
Working at pace across multiple cities and sales channels OMM developed a website to elevate online sales for Runners Point, an interactive innovation table heroing the benefits of the Peg Turbo situated in multiple Nike stores including Berlin, Paris and London and executed a consumer experience concept for a sprint race in NikeTown London.
Solution - a sprint race in Nike Town
Asked by Nike’s running team to come up with a fun yet simple idea that involved taking a 15m sprint around NikeTown London’s ground floor area got our imagination flowing. Drawing inspiration from the World Indoor Championships 60 metres we introduced the idea of using our own Foam core technology in the form of crashmats at the end of the 15m running track.
Not only was this a great way to make such a short-distance race safe but it added an extra element of fun factor to the activation. The Peg Turbo sprint race drew large crowds of spectators to witness each race competitor throw their hat in the ring and trying to prove they were London’s fastest
OMM created the key premise for the sprint race based on a brief from Nike’s retail team before going on to create the digital content, we specified the technology involved and carried out the final in-store installation.
We created a single connected system for the race including an iPad app to enable signup and start the race. An IR sensor/laser gate to capture the fastest times and fed data to our leaderboard which lived on a large LED screen in-store.
This all ran via a centralised server which captured race times, user data and sent participation emails so people had a record of how fast they ran.
Over the course of a week, 1200 people took part with crowds of spectators gathering to watch all the action as it unfolded.
In addition, our Amsterdam & London teams specified the hardware, created all the digital content and user interfaces for the interactive tables across Europe.