Nike Promo, Case study FREE by R/GA New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency R/GA New York
Copywriter Joanna Crean, Axel Lindgren
Released April 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: NIKE
Product/Service: APARREL
Agency: R/GA
Date of First Appearance: Apr 1 2011
Entrant Company: R/GA, New York, USA
Entry URL:
Creative Director, Interaction Design: Tim Allen (R/GA)
Creative Director/Copy Writing: Al Patton (R/GA)
Visual Designer: Rasmus Keger (R/GA)
Visual Designer: Jaume Mora (R/GA)
Visual Designer: Ricardo Teruel (R/GA)
Copywriter: Axel Lindgren (R/GA)
Copywriter: Joanna Crean (R/GA)
Interaction Designer: Saeah Oh (R/GA)
Interactive Producer: Elizabeth Bell (R/GA)
Senior Producer: David Kalvert (R/GA)
Production Manager, Digital Studio: Ashlye Vaughan (R/GA)
Video Editor: Chris Shimojima (R/GA)
Technical Team Lead: Michael Mosley (R/GA)
Senior Open Standards Developer: Michael Griffith (R/GA)
Senior Flash Developer: Kevin Shi (R/GA)
Quality Assurance Lead: Leslie Chong (R/GA)
Quality Assurance Engineer: Julia Burke (R/GA)
Media placement: Website - - April 1, 2011
Media placement: User Generated Video - - April 1, 2011
Media placement: Facebook Page - Facebook - April 1, 2011

Insights, Strategy & the Idea
The bendable, stretchable, flexible Nike Free is a shoe without boundaries. Whether you’re a marathoner, street baller, power lifter or taekwondo master, the Free helps you perform at your best. So to promote the launch of the new line of Frees for 2010, Nike needed a digital platform that also tore down some boundaries.

Creative Execution
The solution was the Nike Free Arena. In the Free Arena, athletes who would otherwise never go head-to-head were put in direct competition with each other, with the online community voting to choose the winners. Voters were then invited to get in on the action by submitting their own videos to the Free Arena Facebook page, and sounding off on their favourites. What started as a simple challenge quickly became a free-for-all of self-expression, and a proving ground for athletes going 1-on-1 for the first time. To build the buzz, the Free Arena dropped with the support of online, social and traditional media, including an anthemic television spot illustrating the concept.

Results and Effectiveness
Within hours of the Free Arena going live, thousands had entered to watch the throw-downs and pick their favourites.