PEGASUS 31 / LAUNCH

POSITION THE PEGASUS AS THE MOST ICONIC, MOST AUTHENTIC, BEST PERFORMING RUNNING SHOE IN HISTORY

SHOWCASE THE ZOOM PLATFORM – AND TELL THE NIKE SPEED INNOVATION MESSAGE

HIGHLIGHT HOW ATHLETE TESTING & INSIGHTS ARE INTEGRAL TO NIKE PRODUCT DEVELOP

SHOW THAT NIKE PRODUCES THE MOST INNOVATIVE FTW FOR THE MOST ELITE ATHLETES

 

OBJECTIVE  

MEDIA OBJECTIVES

AUTHENTICATE NIKE RUNNING

TELL THE INNOVATION STORY OF ZOOM PLATFORM

HERO PEGASUS AT LAUNCH

ASSERT NIKE’S POSITION RE ELEVATING ENSURANCE RUNNING - “OBSESS THE ATHLETE” FOCUS

STRATEGY

CREATE THE ULTIMATE “DAY IN THE LIFE OF AN ATHLETE” EXPERIENCE FOR OUR KEY PRODUCT AUTHENTICATORS

OFFER A RICH DEEP-DIVE INTO NIKE INNOVATION & HIGHLIGHT

HOW NIKE OBSESSES THE ATHLETE & MAKES THE BEST FTW FOR THEM

ENSURE THE ZOOM PLATFORM AND PEGASUS 31 BENEFITS ARE THE

CENTRE OF ALL LAUNCH ACTIVATIONS

JUNE 16th JUNE, 11:30am – 7:00pm ATENDEES: KEY WE MEDIA, WE RSG, SOCIAL INFLUENCERS

LEE VALLEY ATHLETICS CENTRE

- INDOOR TRACK -MOVEMENT ANALYSIS

-STEVE CRAM OLYMPIC MEDALIST & BARRY FUDGE UKA HEAD OF ENDURANCE - UKA ATHLETES & COACHES LEAD TRACK SESSION and FTW TRIAL

EXHIBITION SPACE -SHOWCASE & CELEBRATE PEGASUS & ZOOM

-ZOOM TECHNOLOGY & HOW IT’S INCORPORATED IN STREAK, ELITE PEG & STRUCTURE

DATE & LOCATION  

11.15am GUESTS ARRIVE @LEE VALLEY & CHANGE 11.30am-12.00pm NUTRITION SESSION DURING LUNCH / MEDIA INTERVIEWS

12.00pm-12:10pm WELCOME BY STEVE CRAM 12.10pm-12:40pm SESSION 1 12.45pm-1:15pm SESSION 2 1:20pm-1:50pm SESSION 3 1:55pm-2:25pm SESSION 4

2.30pm SESSION FINISHED / MEDIA CHANGE OR INTERVIEWS / RSG EKIN DEEP DIVE 3.00pm MEDIA DEPART FROM LEE VALLEY

4:00pm DEPART FROM LEE VALLEY 4.45pm STEVE CRAM + ATHLETE + GLOBAL DESIGNER Q&A

5.00-7.00pm MEDIA EXPLORES SPACE, MEDIA INTERVIEWS, MEDIA RUN WITH ATHLETE / RSG ARRIVE @ZOOM EXHIBTION & EXPLORES

ROS

EVENT LOCATIONS

LEE VALLEY SERPENTINE GALLERY

A DAY IN THE LIFE….

GUESTS EXPERIENCE A DAY IN A LIFE OF AN ATHLETE -THEY WILL BE WELCOMED AT LEE VALLEY AS THE ZOOM SQUAD - PERSONALISED ATHLETE PACKAGE IN THE CHANGING ROOMS INCLUDING KIT/KITBOX, WATER BOTTLE, PROTEIN SNACKS &

ATHLETE’S NOTE BOOK

1

Q&A WITH OLYMPIC

MEDALISTS STEVE CRAM & BRITISH ATHLETICS HEAD OF ENDURANCE

BARRY FUDGE

2

ELITE GAIT ANALYSIS ATHLETE DEMO

3

PEG 31 TRIAL & AUTHENTIC

TRACK DRILLS WITH ATHLETES &

COACHES

ROTATION GROUPS GROUP 1 MEDIA - GROUP 2 MEDIA - GROUP 3 UK RSG – GROUP 4 WE RSG

4

FOOT PRESSURE MAPPING

ATHLETE DEMO

1.  Q&A WITH STEVE CRAM & BARRY FUDGE

OVERVIEW §  HIGHLIGHT THE HERITAGE OF NIKE & ENDURANCE RUNNING

§  USE THE VOICE OF THE ATHLETE (STEVE CRAM) TO AUTHENTICATE NIKE AS A RUNNING BRAND §  DEMONSTRATE NIKE’S NEW PARTNERSHIP WITH BRITISH ATHLETICS

MESSAGING / TALKING POINTS

§  THE HISTORY OF ENDURANCE RUNNING IN THE UK – INCLUDE MENTION OF MO FARAH AS EXAMPLE OF INSPIRING HOME GROWN TALENT

§  WORKING IN PRTNERSHIP WITH ALBERTO ON THE BRITISH ATHLETICS PROGRAMME – BARRY FUDGE §  VISITING NIKE CAMPUS IN PORTLAND & GAINING ACCESS TO THE NSRL – THE ATHLETE IS AT THE HEART

OF EVERYTHING NIKE DOES §  THE EVOLUTION OF ATHLETE TRAINING PLANS – E.G. LAURA WEIGHTMAN VS. STEVE CRAM - ANY

DIFFERENCE IN THE TRAINING PLANS? OR IS IT MORE ABOUT THE INNOVATIONS IN FTW/OFF THE TRACK? §  THE TRAINING SCHEDULE OF ATHLETES WHO ARE PRESENT ON THE DAY – HOW TO BECOME THE BEST

ENDURANCE RUNNER (INCLUDE MESSAGING ON THE IMPORTANCE OF FOOTWEAR) §  THE FUTURE OF ENDURANCE RUNNING IN THE UK

2.  ELITE GAIT ANALYSIS

OVERVIEW §  HIGHLIGHT HOW ATHLETE TESTING & INSIGHTS ARE INTEGRAL TO NIKE PRODUCT

DEVELOPMENT §  HIGHLIGHT HOW NIKE OBSESSES THE ATHLETE & MAKES THE BEST FTW FOR THEM

ATHLETE TO DEMONSTRATE ANALYSIS

MESSAGING / TALKING POINTS §  ELITE GAIT ANALYSIS: TO ECHO THE TRIALS DONE WITH MO FARAH ON CAMPUS

§  PELVIC ANALYSIS – PELVIC ALIGNMENT IS KEY TO ANALYSING THE GAIT OF AN ATHLETE WHICH WILL BE HIGHLIGHTED ON THE SCREEN

§  FTW AFFECTS THE MOVEMENT OF THE BODY. THE RIGHT FTW MAKES A RUNNER. NIKE DESIGNS THE PERFECT SHOE FOR EVERY RUNNER

3. PEG 31 TRIAL & AUTHENTIC TRACK DRILLS WITH ATHLETES & COACHES

OVERVIEW §  THE PERFORMANCE OF FTW IS THE MOST IMPORTANT ELEMENT

§  A CONDENSED 800/1,500 METRE SESSION TO SHARE INSIGHTS INTO HOW THE ELITE ATHLETE TRAINS & TRIAL OF THE FTW (PEGASUS 31)

§  HIGHLIGHT HOW ATHLETE TESTING & INSIGHTS ARE INTERGRAL TO NIKE PRODUCT DEVELOPMENT

GROUP TO SPLIT INTO 2 GROUPS FOR SESSION, WITH ATHLETE DEMOSTRATING EACH DRILL

MESSAGING / TALKING POINTS (AROUND PEGASUS 31) §  A HIGHLY RESPONSIVE, HIGH-MILEAGE SPEED SHOE §  ONE OF NIKE’S MOST ICONIC RUNNING SHOES

§  ZOOM AIR CUSHIONING FOR A FAST, QUICK-OFF-THE-GROUND FEEL AND RESPONSE

4. FOOT PRESSURE MAPPING

OVERVIEW §  HIGHLIGHT HOW ATHLETE TESTING & INSIGHTS ARE INTEGRAL TO NIKE PRODUCT DEVELOPMENT §  SHOW HOW NIKE OBSESSES THE ATHL;ETE & MAKES THE BEST FTW FOR THEM – EACH SHOE IS

INDIVIDUALLY TAILORED TO THE ATHLETE §  THIS HIGHLIGHTS THE JOURNEY TO THE FTW

ATHLETE TO DEMOSTRATE FOOT PRESSURE MAPPING

MESSAGING / TALKING POINTS (AROUND PEGASUS 31) §  ATHLETE TO BAREFOOT RUN OVER PRESSURE MAP

§  ANALYSIS OF THE STRUCTURE OF THE WAY THE ATHLETE RUNS & HOW FTW SHOULD BE ADAPTED TO THE WAY AN ATHLETE RUNS

SESSION AT LEE VALLEY ENDS & MEDIA ARE TAKEN TO THE SERPENTINE GALLERY TO EXPERIENCE

ZOOM FURTHER

SERPENTINE GALLERY, LONDON 4:30pm

WE MEDIA

GLOBAL DESIGNER PRESENTATION ON NIKE SPEED AND THE ZOOM PLATFORM STEVE CRAM – COACH INSIGHT

LAURA WEIGHTMAN + STEVE CRAM – ATHLETE + COACH INSIGHT Q & A

5:00pm-7:00pm

MEDIA RUN WITH ATHLETE AROUND HYDE PARK

PEGASUS 31 / ZOOM EXHIBITION – WE RSG JOIN IMMERSION

1 ON 1 MEDIA INTERVIEWS

THANK YOU