Nike wanted to create an immersive product experience that would inject hype and intensity into the global retail launch of the Nike Hypervenom boot: a priority in the build up to the 2014 World Cup.
We focused on bringing the essence of the product to life, building on an intense TVC which featured computer generated predators morphing into the boot. To demonstrate the ‘Deadly Art of Attack’ we transformed a derelict church into a futuristic gladiatorial environment where the nation’s most promising ‘Football Obsessed Teens’ could battle in a knockout to the death.
The centre-piece was a ‘scorpion cage’ with an aggressively lit pitch with a DJ ‘pulpit’ high above the goal.
Key Influencers attended the live experience broadcasting content across their channels. They visited a uniquely designed basement area to learn about product, customize and connect with brand ambassadors.
The finale was a meet with World Cup players Christian Benteke, Daniel Sturridge and Danny Welbeck with Giggs (the rapper) performing live. Nike fed stills and video content across all their own channels to add dynamism to the retail launch.
The activation received a fantastic response from all football lifestyle media as well as getting front of mind coverage across Nike.com. This was consolidated with influencer postings via Twitter and Instagram to over 650,000 with #hypervenom creating 16,587,874 impressions during the night.
Ear to the Ground helped Nike revolutionize how football can be presented, engaging core fans and influencers and lighting the fuse of excitement that took the brand to Brazil 2014. It was a deadly launch for a world class product.
Ear to the Ground helped Nike revolutionize how football can be presented