NIKE | Vapormax Vault

Experiential - OOH Installation

Role: Lead Producer (client) | Production Partner: R/GA London

The Vapormax drop was highly anticipated amongst the sneaker community. A spin on one of Nike’s most iconic shoes positioned as a crossover to fitness and running. Berliners were We knew Berliners were interested in trying to grab a pair, but we sought to find out if they’d be willing to run for a free pair.

Our strategy was to activate runners in Berlin as part of the Just Do It Sunday run initiative around the launch of the new Vapormax. We placed the locked vault in the center of Berlin from Wednesday until Saturday. On Sunday, we invited runners to run a 5k using the Nike Run Club app, which generates a QR code after completing a run. With that QR code, participants could visit the vault and scan their code to see if it was unlocked by turning green or denied entry by turning red.