METCON SHOWDOWN
Nike came to us with a brief – disrupt the CrossFit Regionals in Madrid. As Reebok’s biggest event in Europe, the Meridian Regionals attracts over 5,000 of the sport’s most hardcore fans. There was a lot at stake, and a lot we couldn’t say (or show). And with only six weeks to pull something off, it was a unique challenge to say the least. But we made it our mission to make Nike the most talked about brand at the Meridian Regionals.
Client: NIKEiD
Agency: R/GA London
Role: Concept, art direction, design
Collaborators: Carla Ballecer (copy)
Year: 2017
NIKEiD BUS
The competition took place at the Caja Magica, located 45 minutes outside the city centre and notoriously tough to get to. So we made it easy. In a place where Reebok owned everything, we owned how to get there. We decked out a Nike bus with lenticular Metcon shoes on the outside, showing the creativity of NikeiD. Inside we had on display the history of the shoe. Then invited athletes and fans to ride in style to the stadium and unlock special discounts and swag along the way. Across Madrid, our bus became a billboard for the Metcon NIKEiD, the sport’s most iconic shoe. And it made a bold, fierce statement when we parked outside the entrance – and attracted the attention (and alarm) of several Reebok officials.
NIKEiD TRAINING EVENTS
Throughout the 3-day competition, we hosted members-only events at local CrossFit boxes for influencers, fans, and elite athletes. And while the pros repped their boxes inside the Caja Magica, we got fans to rep their style with NIKEiD. The Metcon Showdown saw hundreds of fans across Europe create and share their Metcon iD designs on Instagram – turning NIKEiD into the ultimate battleground. The prize? An epic training session in their winning trainers with elite Nike athletes Lukas Högberg and Bjork Odinsdottir in Stockholm.
