“I haven’t seen so much positive interaction from this audience in a long time, they are a hard bunch to please! From the people at the event to the online viewers and the social crowd. It’s definitely up there with some of the top Nike activities to date.”
Art, sport and technology. Nike has a rich heritage of innovation. From producing the world’s most cutting-edge athletic product to creating groundbreaking advertising campaigns, the iconic brand has been pushing the sportswear category forward for decades.
In October 2013, Nike’s Energy Department tasked us with launching their latest running innovation, the Hyperfeel trainer. The Energy department primarily focuses on influential, hard-to-reach, creatively savvy consumers meaning our launch activities would need to be carefully considered and culturally authentic to gain any attention.
Designed to be as close to barefoot running as possible, The Hyperfeel’s core benefit was about heightening the sensation of feeling. Using this as our starting point, we set about researching the world of ‘feel’, sensation and tactility in relation to art, technology and sports.
Feel TV — A world-first broadcast. The 10-day programme culminated in a live and interactive 2.5-hour broadcast by digital artists Hellicar & Lewis. Viewers online could interact and affect how the broadcast visually felt by tweeting commands as the evening progressed.
Presented by Miquita Oliver and Stewart Hammond, the broadcast featured live performances from London Contemporary Orchestra, English National Ballet, Benga and Lil Silva — all building up to a specially commissioned running installation involving London sports group, Run Dem Crew and GB athlete Harry Aikines-Aryeetey. An ambitious programme we live-streamed to a purpose-built website, Feel TV.
The festival saw over 7,500 visitors across ten days and generated over 77 pieces of online media coverage. Feel TV was streamed to a purpose-built website featuring a virtual tour of the space. The stream reached over 1.7 million on Twitter during the broadcast.