The team felt by shifting away from traditional marketing and starting to explore rich narrative space where people (not just consumers) can become the main protagonist in Nike’s branding universe will allow people to experience the real value of Nike+ products. It’s about helping Nike China fuel social validation and social change by helping ordinary people break new records.

The event took place on Nanjing Road East, a highly popular street in Shanghai. Voluntary participants were given a pair of Nike Smart Shoes (embedded with smart chips that record performance data) to play on either one of these games: Vertical Jump and Stepping Up. Results were updated live on a 500sqm LED screen for all to see in real time. Participants were encouraged to take a photo with their scores and share it on social platforms. Top performers also received Nike+ products at the end of the 3 day event.

• 500 participants joined the game in 3 days roadshow.

• 700 new fans of Nike+ on Weibo (social media platform) during this period