INFINITY NIGHT

 
That one was fun.

We had to create something with very limited budget to launch a new product that, essentially, was not that new. At least at first sight. That product was not perceived as we wanted to. At least at first sight. That product was not appealing for the core audience of opinion leaders. At least at first sight. But we sat down, opened a beer, and draw some realities on the wall.

Nike was rocking with their Vaporfly’s and carbon plates convincing every competitive runner to race with them. Those same runners were still training with other brands on daily basis. Opportunity here. Those same runners were the local heroes on their neighborhood, on their building or group of friends. And this was even more important. We where challenged to show the community how this brand and its product could also rock in everyday training.

Limited event inviting the best runners in the city. A group of 100. Dress code: Come with your Vaporfly’s on. If you run on Vaporfly’’s, you are a potential moved-by-performance runner. And, if so, we want you in. Music: Runners (quite fast indeed) based hard rock band playing live in front of the crowd.
Food&drinks: Beers & burritos as it should be.

First class athletes and local opinion leaders who were early seeded with the new running shoes chatting about the product we were about to launch, on their terms, engaging with the audience and answering questions.

As a result, the core community adopting our latest training shoes innovations and inspiring others to do the same. A clear change in the perception of a shoe like this one. Numbers? Leading European rankings and performing on the specialty channel like no other country did.

Core audience and opinion leaders, even if they are niche, matters.