Nike's objective was to produce a “footwear product” retail video for Spring 2004. This video is an extension of the idea underlying Nikelab.com’s Vapor station. Vapor Station is based on a futuristic Nike research centre where the secrets of speed are studied and unlocked. The concept uses the metaphor of the “speed of light”, where sub-atomic particles are moving so fast that they are not recognisable to the human eye. Playing with this concept, the shoe shown in the video seems to stop, but actually the viewer is moving at the same speed as the shoe. This turned out to be the perfect visual representation of speed.