To launch Nike’s Free Hyperfeel trainer, we curated, programmed and produced 10 days of workshops, workouts, installations and performances—all inspired by the Free Hyperfeel’s core innovation—the sensation of feel. Working with collaborators such as Universal Everything, Ben Drury, Yuri Suzuki, Rhizomatiks, Bart Hess, Quayola + Sinigaglia and Daniel Widrig, we transformed Nike’s 1948 space into a dramatic hub of exploration, innovation and celebration.
The 10 day programme culminated in a 2.5 hour live and interactive broadcast by digital artists Hellicar & Lewis. Viewers online could interact and affect how the broadcast looked and felt by tweeting visual commands as the evening progressed. Presented by Miquita Oliver and Stewart Hammond, the broadcast featured live performances from London Contemporary Orchestra, English National Ballet, Benga and Lil'Silva—all building up to a specially commissioned running installation involving London sports group, Run Dem Crew and GB athlete Harry Aikines-Aryeetey. The entire evening was streamed live to a purpose built website, nike.com/feellondon. All footage shot and edited by Tim & Barry. All photography by Tom Cockram.
Key Performance Indicators
· Feel TV had a global reach of over 1.7 million on Twitter during the broadcast
· Over 7,500 visitors across ten days
· 77 pieces of online media and blog coverage
'This innovative event explored ambitious new territory for our brand while staying true to our core values. Nearly 8,000 people visited in person and participated in the events programme over the ten days, while over a million people engaged with the project online.'