Nike Digital Sport
Life is a sport
In 2012, we launched the Nike+ Fuelband, Nike’s most innovative product to date. The Nike+ FuelBand tracks all-day movement using NikeFuel — the universal way to measure movement for all kinds of activities. In a global 360º campaign, Nike’s greatest athletes challenged the world to #MakeItCount.
To launch the official, global Nike Twitter channel, we asked Nike and 87 athletes to tweet their pledge for 2012 on NYE and encouraged the world to do the same. Nike replied to every response with tweets of support and personalised video messages, forming a relationship to help them fulfill their pledges.
With over half a million responses, the most impressive Tweets and Instagram pics were integrated in real time into a range of digital displays – we called it the Fuelstream. Starting as a web hub, the Fuelstream quickly took over the world, appearing the side of skyscrapers, a 2-floor wall at NikeTown NY, Times Square and London’s Boxpark – and a 96ft x 12ft LED wall at SXSW
Creative & Design Lead: Ricky Bowry
Creative Director: Masaya Nakade // Art Direction: Nick Bastian // Lead Copy: Guy Bingley