Nike – Fuel Fest @ Battersea Power Station
posted by Yin on 09/07/2012
BOOOOOOM. You name it. Nike did it. The last week for Olympics’ non-sponsors promoting came to an epic conclusion at Battersea Power Station last night. I feel bad for other brands who were promoting their products/services in the past fortnight as the Swoosh took over the capital with events, ads (digital + print), billboards, underground ads, magazine/newspaper takeovers and much more. When you’re not official sponsor of the biggest sporting activity of the year, how do you stay on top? Ask Stefan Olander and co. What Nike have done for the past week has been special, it’s nice to see London get love like this. More on the reverse.
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The countdown.
I’ve always complained about the lack of financial input into brand’s UK marketing. Nike have certainly invested a fair share in the past week to make me change that opinion, Fuel Fest for me was the first exclusive Nike event that really stood out from the rest. It was experiential; utilising the brand’s new digital sport technology and showcasing it in a manner that appeals to the masses using key influencers such as Tinie Tempah, Zane Lowe and Magnetic Man and of course the rest of who have a little bit of social presence. Gifting 2000 Fuel Fest goers with a FuelBand to take part in the unique event; which we were asked to sync up via stations and get moving to the music. The exterior of the building was also transformed into a giant LED barcode which reacted to the increasing fuel points by changing colour from red, amber to green.
Sync stations.
They managed to make me jump around to Tinie Tempah which as a music snob is quite successful. To be honest, the whole event was about the people there – a lot of familiar faces from the ‘blog scene’ and the international running crews, that was the best part for me. Oh not to mention the free corn-fed chicken burgers.
It’s been an eventful fortnight, jam-packed with events promoting Nike’s latest digital sports developments as well as taking over the city, embracing the different subcultures to the fullest. Not to mention the British 10k which most of the team ran, Tahirah will be writing up a report later.
Sneaker check. Fluorescent Air Maxs.
However I do feel like Nike could have done a little bit more with this event, on the social front that is. Seeing as the Nike Fuel Band allows users to connect and post their daily stats via Twitter and Facebook; they could have utilised this functionality and automatically updated sync‘d up attendees networks with a check-in. I.E. ‘Niran just checked it at Nike Fuel Fest’ with a generic image or hashtag for Twitter. Also, Tinie should have been wearing the Hyperdunk+ kicks instead of the Air Yeezys – hooking up his movement on stage with a live Nike+ stat meter and web stream would have been pretty cool. That’s my two bits.
Enjoy the rest of the photo story, most imagery by myself with a few by Derek & Sami.
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Hashtag alert.
Sneaker check #2. Kobe VI? + Red Roshe Runs.
Getting closer.
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Meet Svetlana. She fed us corn-fed chicken burgers. #win
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Um, beef tings? Haha. (Shot by Derek)
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Fuel Band issues. First world problems.
XYNO (Shot by Derek)
The French.
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Love the hair.
One of the RDC youngers. I don’t know his name!
(Shot by Derek)
The light.
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2012. This is the year.
(shot by Sami)
Sneaker check #3 – Jordans. Air Max. Free run.
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Sami in action.
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Von Majik in action.
JUMP. Hyperdunkdrunk x Nike+ contest.
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The lovebirds.
Circles.
N in Paris.
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MANDEM.
Tinie. His rise is inspiring.
Just did it. Wonder if Bill Bowerman thought his brand would have such a cultural impact? Props to Nike & Exposure for this event.