Anthony Baker
Brand Marketing, Technology Strategy & Digital Transformation
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Nike Speeding Tickets

To promote Nike’s lightest and fastest running shoes ever, we turned the traditionally negative connotations of speeding tickets into a positive.

The Ask

Launch Nike’s fastest and lightest ever running shoe with a unique interactive event installation.

The Approach

The Approach

We wanted to reward Nike’s most loyal members, Nike running club members, encouraging them to break their speed limits, and try the new Nike Zoom shoes like never before.

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The Experience

The Experience

We connected laser trip wires, a super bright LED screen, and a thermal high-speed printer to create a branded speed trap installation that displayed the runner’s top speed in real time and then printed out a personalized speeding ticket.

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The Tech

The Tech

We began by doing early tests by prototyping with Arduino, emulating the experience and the different mechanics of the system. We then moved to higher grade electronics prototyping, testing the experience with real physical layout in several locations to ensure the correct measurement output, tech components resilience and overall experience flow powered by the tech installation.

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Finally, in close collaboration between design, tech and carpenters, we designed and built the physical enclosures for all the technical components, ensuring space and accessibility, outdoors and water resistance, and of course, the right branding f

Finally, in close collaboration between design, tech and carpenters, we designed and built the physical enclosures for all the technical components, ensuring space and accessibility, outdoors and water resistance, and of course, the right branding for Nike’s new shoe launch.

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The Results

The Results

The installation appeared in multiple locations, including at the Olympic Stadium in Amsterdam for an event with world champion sprinter Dafne Schippers. It encouraged runners from across Europe to break their own speed limit and find their fast in Nike’s Zoom running shoes.