The outdoor units feature a custom-made box with a Nike Pro t-shirt in it. For both Nike, the agencies involved and JCDecaux it was a first time experience that required full devotion to the idea as well as stamina cross the entire process. In order to illustrate the key benefit of the product, that it breathes out the sweat, we had smoke come out of the t-shirt and fill the box. And then disappear. And then get filled again.

The outdoor unit rendered enormous appreciation and created an impacting effect. From the first second it came up a lot of people reacted, some taking photos of the ad and discussing it on blogs. In short, the campaign was on fire and the Nike Pro sales jumped by 50% during the campaign period.