The objective of the Michael Vick Experience was to generate sales of the Air Zoom Vick II trainer. Offline and online, the advertising created an opportunity for consumers to experience what it’s like to be Michael Vick on the field. The TV spot places a young fan in a thrill ride where he experiences first-hand what it’s like to play like Vick. The commercial was extended with print ads, out-of-home advertising, street teams, an online media campaign, and a website featuring a 3D video game, which was later built out as an arcade-style kiosk in Niketown Atlanta.

The campaign launched via outdoor boards / bus shelters around the Georgia Dome.Falcon home games included street teams distributing brochures and tickets that promoted the ride, and a truck that ran the commercial and displayed the shoe.

Print launched in key NFL preview issues and several national publications.

The TV spot ran nationwide, teasing the retail presence, and an actual arcade game was unveiled in Niketown Atlanta.As TV launched, NikeGridiron.com featured an online 3D game, exclusive behind-the-scenes videos that look into the life and game of Vick, and a mockumentary on the building of the ride.