Nike wanted to bring the Metcon 4 to athletes beyond the CrossFit world it was born in, and to do it through local fitness culture instead of another ad.

So we took over neighborhood gyms across Chicago and turned them into Nike Training spaces for a night: real product in athletes' hands, in the exact environment the shoe was built for. Instead of telling people the Metcon 4 was made for their training, we let them feel it.

Outcome
Converted athletes outside the core CrossFit audience by putting the product in the environment it was built for.
Reached an 11% trial-to-purchase conversion across the takeovers.
Delivered a 96% fulfillment rate across the training sessions.
Established a repeatable takeover model Nike Training could scale to other markets.