NIKE + Fuelband Launch
2012 - London, UK
Agency: AKQA
Creative Director Fuelband Launch: Masaya Nakade
Associate Creative Director Fuel Stream: Robert Thomsen
Senior Copywriter Fuelband Launch: Guy Bingley
Art Director Fuelband Launch: Nick Bastian
Senior Designer Fuel Stream: Ricky Bowry
EP/Programme Director Fuelband Launch: Daniela Michelon
Photography Fuel Stream: 13th Witness
LED Installation Partner Fuel Stream: Radical Media
Music Event Partner Fuel Stream: VEVO
Technical Partner Fuel Station: onformative
Film Direction Fuel Station: Us
Film Production Fuel Station: Academy
VM & Retail Interior Fuel Station: Millington Associates
Nike+ Fuel Station
In 2012, when a pop-up mall made from 60 Black Sea shipping containers opened in Shoreditch, East London, Nike was one of the first brands to take advantage of this cutting-edge retail space.
Our goal was to create an unforgettable experience that not only showcased the new Nike+ FuelBand but also helped people truly understand how it worked.
The Nike+ FuelBand featured 14 LED gradient lights that visually represented the wearer’s activity levels throughout the day. Red indicated low activity, while green signified reaching the daily goal. This intuitive colour system inspired the design of our installation.
In a forward-thinking move, we integrated motion-sensing technology to craft an interactive experience. Partnering with a generative designer and developer, we created a dynamic, data-driven interface. When customers stepped into one of the containers, they were met with a real-time 3D LED projection of their own body powered by cutting-edge motion tracking. This immersive installation blended digital and physical elements in a way that not only brought the Nike+ FuelBand to life but also set a new standard for interactive retail experiences.
Nike+ FuelStream
This marked the first time Nike featured real consumers, rather than professional athletes, in their advertising. We played a key role in creating the FuelStream: a real-time feed that pulled in content from around the globe, showcasing and promoting an active lifestyle.
We deployed the FuelStream at locations in London, New York, and Austin, TX, as part of Nike’s groundbreaking presence at SXSW.
At SXSW, we collaborated with Nike and VEVO to programme events and performances directly tied to the Nike+ FuelBand. The more active festival-goers were, the more access they gained to exclusive content and rewards, creating a truly interactive and engaging experience that blurred the lines between digital, physical, and experiential marketing.
