Nike Shoe Launch Experience
Exhibit, Signage, Promotion
A marketing firm client approached Riley Lawhorn Design to create a traveling experience for Nike and the launch of their Air Zoom 2 for an ambassador athlete. The effort would need to directly reach a primary market — in this case the teenage athlete.
Research led me to creating parallel stories: the athlete’s performance and his rise to the top alongside the shoe designer’s talent and his developing his craft. The teenage audience would see inspirational lessons in athletics but also academics and an interesting career to consider. After all, most of us go pro in something other than sport.
I met with Nike to present the visionary concept and got their big green light to realize it.
The experience travelled the nation going to high schools, football games and retail stores.
The marketing lead for Nike stated "this is the best presentation Nike has ever done" for this grassroots medium.
The body of the truck was filled with interactive displays promoting the two stories of athlete and shoe performance.
Museum pedestals displayed actual shoes with custom color schemes inspired by the athlete.
A video showed the television ad and other footage of the athlete training and in action.
Videos also explained how the shoe designer was inspired by sports cars — going into detail about his sketch and refinement process — and, how the shoe is engineered and constructed.
Information and messages filled the interior about persistence, education and hard work backed with the athlete's hand-picked music play-list.
The truck was finished by wrapping the exterior with graphics from the television advertising campaign.
Special details abounded — for instance custom mud flaps with the athlete's personal logo.
A lit-display housed a video gaming console to let kids virtually play as their hero wearing the new shoes.
All the touches wowed Nike, the athlete and the kids, earning a big endzone celebration.
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