Empire partners with Radical Media to launch Nike's Fuel Band in NYC
January 2012. Various Locations, NYC, Various Locations, NYC
On January 19th 2012, Nike invited international press and influencers to the launch of their latest product, the Nike Fuel band.
Guests wore the Fuel Band, which kept track of each mile, minute, and calorie, while they traveled to various activity locations throughout the entire city. Nike took their guests to unique, in-the-know locations throughout the city that added a layer of authenticity and character essential to the experience of each activity.
Some of these experiences included a double dutch performance at an industrial Brooklyn warehouse, pizza making at Williamsburg hot spot, Roberta’s, and a workout led by the Bartendaz at Brooklyn Barbells, an elite weightlifting facility.
The day of the launch, Empire staffed activity locations to ensure each member of the press had a fun and high-end workout experience. Empire provided every location with a women’s and men’s Freshen-Up Kit and a guests refreshments table fit for the pickiest of locavores and gourmands. Both the Freshen-Up kit and the refreshments were sourced through local companies to tie in the personality and life style of the city, making it truly unique New York City experience for international press.
Filmmaker Casey Neistat was one of Nike's guests to the event and documented his experience: Click here to watch.
Radical also installed a motion-sensor Fuel Light Wall, inspired by the Fuel Band: Click here to watch.
Empire was proud to partner with Radical Media once again to help them deliver an engaging, live-event experience for Nike.