2. BIG BRAND BANG
Objectives :
- Close The Running Company initiative with “Wahoo effect” type of
event
- Create a big brand bang as HO07 fireworks
- Confirm brand coolness in Paris
- Leverage PR for national coverage
- Tell The Running Company story to a large audience (all
consumers profiles)
3. CONCEPT – « YOU BETTER RUN »
TOUR
Tell the Running Company from the past to the future, each chapter of the TRC
story in an authentic environnment : the VAN VW (Nike DNA)
Fast forward from Vintage to Metro Sport collection :
1 VAN VINTAGE : FAHO07 Vintage collection showcase, vintage ads, story
telling, Bill Bowerman
1 VAN METRO SPORT : FAHO07 Metro Sport collection showcase, design &
technology environnment, TRC video, Nike iD integration …
Timing :1 week : from Oct 6th to 13th
Location : Paris – from Les Halles to St Sulpice
4. Friday 5th : Journalist préview in front of Auguste Barbier Studio Thursday 11th : République
Saturday 6th - Sunday 7th : Les Halles – Beaubourg Friday 12th : St Sulpice
Monday 8th : Bastille Saturday 13th : Haussmann
Tuesday 9th : Le Marais
Wenesday 10th : La Défense
Sneakers « ekins » on site to tell the story
« YOU BETTER RUN » TOUR
PROGRAMMING
10. THE RUNNING COMPANY FA’07
TRAFFIC DRIVING PLAN
PRINT
A5 insert in magazines
Vintage Running Version
« search Nike originals »
Metro Sport Version
« search New Nike»
13. TRAFFIC DRIVING PLAN
DIGITAL
.www.youbetterrun.fr
Digital platform with :
- « YOU BETTER RUN TOUR » programming + reporting (daily update with pictures,
video onsite, articles, consumer feedbacks ...)
- Products showcase
- Store Locator (+ links to nikeid.com + nikestore.com)
- Links to « athletics paname » blog (Thomas Giorgetti local content initially for EMEA site)
