Project overview

The year before Nike+ FuelBand was released, Nike Brand Design invited us to their World HQ in Beaverton, OR. We worked together on the language of “counts” - the key concept for Nike's new life-tracking product - and its expression online, in-store, in film and at events.

This was the first time that Nike chose to feature real consumers, rather than pro athletes, in their advertising. We helped create the FuelStream: a real-time feed that pulled in content from around the world and promoted an active lifestyle.

We installed the FuelStream at sites in London, New York and Austin, TX. for Nike’s first big push at SXSW.

At SXSW, we partnered with Nike and VEVO to programme events and performances that were connected to the Nike+ FuelBand. The more active people were, the more access and exclusive rewards they could get.