Speed is key if you want to dominate on the soccer field. Nike knows this, that's why it launched the Mercurial, boots with a special design to boost players' movement.
We had to create product tests in a space as limited as a shopping mall. In addition, we had to do it in an impactful, dynamic way and with Nike's DNA.
The idea was simple. We designed a physical / virtual challenge in which you could use the Mercurial to compete in a sprint against what at the time was the fastest player in the world, the Mexican Jurgen Damm.
This track had a large screen that projected Damm's full-scale image. Once the consumer had the boots on, the countdown started, both he and Jurgen Damm would race to the end of the track, and if the consumer managed to beat him, he would take home a pair of the new Mercurial.
