To celebrate Super Bowl 50 and Nike+ members who love the game, R/GA created an on-the-ground activation in San Francisco and around the country. Nike Speed Drops featured an army of gold super cars making deliveries of SB50 Vapor Untouchable cleats, all signed and hand-delivered by Nike NFL stars.
“Nike Athletes dropped some insane product on fans in San Francisco. A Super Bowl Treat for Nike+ Members”
— HIGH SCHOOL STATE TITLES —
As the fastest high school teams across the country prepared for the biggest game of their lives, Nike dropped by to deliver the ultimate on field advantage in dramatic style: by super car, speed boat or helicopter.
— SPEED COMING TO SAN FRANCISCO —
As Super Bowl 50 drew closer, we hinted at the upcoming Speed Drops in San Francisco through a series of teasers. Then days before the big event we sent out invitations to the city’s most dedicated Nike+ members. The first to opt in locked their chance to get the drop right to their door.
— SPEED DELIVERED IN A SHINY GOLD BOX —
The ten signed cleats were packaged in custom-designed metal briefcases that reflected the sleek and strong aesthetic of the shoe.
— UP CLOSE AND PERSONAL —
On a day when brands were relying on TV to reach the masses, Nike hit the streets getting much more up close & personal with some of its biggest fans. In addition to the hero execution, the team filmed the deliveries live via Snapchat and launched an all-inclusive social program.
“Probably the fastest sneaker delivery ever”
— PHOTOGRAPHY —
In addition to photographing the NFL players for the campaign key art, I captured the action on the ground in SF sharing out the shots on @USNikeFootball and through players’ social channels.
— BEHIND THE SCENES —
We partnered with production company Brainfarm and director Sinuhe Xavier to capture the experience in San Francisco.
— AWARDS —
CLIO Sports - Silver - Out of Home (2016)