- Nike uses street marketing on the Barranco boardwalk in Lima, Peru, to promote its Nike Running Invincible 3 shoes.
- The action called “The cushioning route” consists of filling in the bumps with the same material as the sole of the tennis shoes, with messages alluding to their softness and the sensation that wearing them produces.
- Nike and other brands like Adidas have shown that street marketing is effective in driving engagement, brand awareness, and sales, and can be cost-effective compared to traditional advertising methods.
On the Barranco boardwalk, a popular public promenade in Lima, Peru, it is also a place chosen by the city’s runners to practice their sport.
This and the fact that the pavement of the streets in the sector were full of potholes and tears, made Nike and the Peruvian agency Boost Brand Accelerator They had a great street marketing idea.
Indeed, To promote the Nike Running Invincible 3 tennis shoes, potholes and imperfections were used with the same material that the soles of the shoes are made of.
The street marketing action, called “The cushioning route”, consisted of filling the potholes with the material, identifying that it is the same plastic foam that tennis shoes have.
The action includes the graphic design in a color that stands out from the gray of the asphalt and messages alluding to its softness and the sensation of wearing the Nike Invincible 3: “Feet Have Feelings Too”, “Feel To Believe” and “It’s Like Running On Marshmallows”.
Nike y el street marketing
Street marketing is a powerful tool in modern marketing strategies. This approach involves creating eye-catching, interactive, and engaging experiences for potential customers on the streets, in public places, or in unconventional locations.
The Nike thing in Peru is not new for the brand.
Both Nike and another sportswear giant like Adidas have embraced street marketing to reach their target audience for years.
For example, in 2019, Adidas launched a campaign called “Run for the Oceans” to raise awareness about plastic pollution in the oceans.
The campaign included an augmented reality game that allowed users to “run” with a virtual avatar to collect plastic waste and contribute to the global goal of cleaning up the oceans.
In 2018, Nike launched a campaign called “Choose Go“, which involved a massive treasure hunt in Los Angeles.
The campaign encouraged participants to solve clues and complete challenges while wearing Nike footwear and apparel. The winner received a year’s supply of Nike products.
These street marketing campaigns have proven to be very effective in driving engagement, brand awareness, and sales for these sports brands.
The interactive and experiential nature of these campaigns resonated with consumers and generated excitement on social media platforms.
Furthermore, street marketing can also be profitable compared to traditional advertising methods. Through creative use of public spaces and partnering with local businesses or community organizations, brands can achieve maximum exposure with minimal expense.
The “patches” on the streets of Lima were installed over the weekend and will be there for several days with the message: “Nike Invincible 3. A cushioned experience for your feet. Put them on. try them. Run them”.
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