nike grabs runners with its van

12/05/2006 09:41:00 AM
Nike is trying to get back in favor with the European runners and is using its marketing smarts to do it. The company has a trial van that travels around shoe stores, running and athletic clubs in England and France giving runners the chance to try out their shoes.

The van is a mini sports-lab, complete with a treadmill and video camera, so runners can get a biomechanical analysis and a recommendation of the ideal shoe that matches their running style. This type of technology wasn't available outside the Nike sports labs, until a few years ago. Runners are then free to take the shoes out for a training run, with no obligation to buy.

It's a great example of bringing the brand to the people and interacting on a human level. The runners get to try the shoes for free and the brand gets all important trial, exposure and the chance to get great feedback from their hard-core users.

Via PSFK
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