In an industry full of classic outdoor ideas we made an innovative and unexpected one: filling the potholes all around runners routes with a material that simulates the cushioning system of our new shoes to make runners feel the main benefit of the new Nike's Invincible 3 without having to go to our stores.

It was an idea in a never used before outdoor media that stole all the looks and made thousands of runners interact with the brand in a never seen before experience.

In Peru, like in any Latin American country, the sidewalks are full of potholes. This is something that runners experience everyday, they see them in all sizes and shapes and is part of their landscape because they run in the sidewalks, it's really uncommon to see special routes for runners in countries like Peru.

Nike wanted to launch the new Invincible 3 in Peru, the shoes for runners with the best cushioning system on the market, they wanted to make runners feel the main benefit of their new shoes, but in this country the Nike Stores are few (only 13 stores nationwide).

So, how do we make runners try the main benefit of the product without having to go to the stores?

We identified all the potholes in the paths of the main runner routes, we made a material that simulates the softness of the Invincible 3 soles and we filled in the potholes with that material, drawing attention of our specific target: runners, at the exact moment of training, making them step the patches and feel the main benefit of the product without having to go to a Nike store.

In one month we impacted a whole runners community several times achieving a 5.6M in reach, five times the reach our Nike stores achieve in more than two months.

Thanks to the QR codes in the paths we increased the web visits in 883k, which help us put the Nike's Invincible 3 in the TOP 3 of Nike shoe sales, and all of this without even inviting the consumers to go to our stores.

Once we identified all the potholes in the main running routes, we started working day and night in a material that replicates almost exactly the cushioning and soft feeling of Invincible 3 sole's.

We tried with a lot of different materials until we found that a sophisticated form of polyvinyl chloride was the one.

Once we had the material we had to cut it into different sizes and shapes because every pothole was unique and different.

We printed different messages in every path inviting the runners to step into it to feel the cushioning, and we putted a QR code for them to be able to separate the shoes in Nike's web.

With the help of specialists we filled in all the potholes and the next morning every runner was stepping into the paths and feeling the cushioning of Nike's new shoes.