Coinciding with the closing weekend of the 2016 Rio Olympics (see our analysis of the Best Branded Experiences), Nike created an immersive three-day-only workout experience in East London's hip Brick Lane.
Encouraging consumers to test their limits, it held high intensity training (HIT) classes – organised by Nike's own trainers and top London fitness studios including Barry's Bootcamp and Kobox – followed by some post-workout relaxation in an on-site café devised by local café Maple & Fitz (see also New 'Glocalisation' Strategies).
However, even more impressive was the event's design. Set in the industrialised environs of a former brewery, the workout was accompanied by an immersive lighting installation by innovative London spatial design studio Artisan (established by the founders of London art collective United Visual Artists) and a bespoke soundtrack by musicians Alexis Taylor and Joe Goddard of English 'indietronica' band Hot Chip – performed by a live orchestra. The aim of such synchronised sensory performance was, according to Nike, to help visitors concentrate on their performance, and challenge the traditional gym experience.
Tickets cost £25 ($33) and could be bought via Nike's e-commerce site, for those with or willing to create a Nike+ account. Over 2000 people took part in the event.