Nike Hosts Football Field Day to Pitch N.F.L. Alliance, New FuelBands Product
Tapping into the fever pitch surrounding the N.F.L. draft, Nike crafted a promotional platform of its own on Saturday. The sportswear brand played up its role as the football league’s official uniform provider—and the new ad spot touting the alliance—with an event that challenged consumers and members of the Public Schools Athletic League in a series of competitions. The stunt was also designed to draw attention to the Nike+ FuelBands, a performance-measuring product that syncs with a mobile app.
Held in various locations around the city, the “Fast Is Faster Field Day” culminated at Pier 46, where Nike had set up what was referred to as the “end zone,” a space filled with football-focused activities and appearances by players like New York Giants wide receiver Victor Cruz, Philadelphia Eagles running back LeSean McCoy, and Kansas City Chiefs wide receiver Dwayne Bowe. The outing, planned by Nike’s East Coast marketing team and produced by Relevent in two weeks (with a last-minute location change from Brooklyn Bridge Park to the Hudson River-adjacent green spot), tested the abilities of student athletes in several different ways. Sections included a 40-yard dash, a timed accuracy throw, and an agility run, where staffers recorded each participant’s speed and skills using iPads, while a small field for flag football gave attendees the chance to play with others, like Cruz.
For consumers, two competitive challenges were part of the “On the Clock” Facebook promotion that invited fans of the brand to test out its FuelBands. The physical contests—one known as Bartendaz training and the other, the “4 cone run”—gathered groups at East River Park in the East Village and the Nike store in SoHo and, eventually, made their way to Pier 46.
There was, of course, an incentive for the athletic participants to put their best foot forward: a running tally of the fastest times was displayed throughout the day on an LED leaderboard at Pier 46. The event ended with Bowe handing out awards (N.F.L. footballs signed by Cruz) to the speediest for each activity.
On Pier 46, students from the Public Schools Athletic League competed in a series of on-site activities, including a timed accuracy throw that involved flinging a small football through hanging tires.
Photo: Anna Sekula/BizBash
Nike’s “Fast Is Faster Field Day” event was broken into three different parts, with consumers starting at two separate locations before joining the student group at Pier 46. One of the challenges outside the pier began in East River Park and was led by Bartendaz founder Hassan Yasin-Bradley.
Photo: Courtesy of Relevent Group LLC
The Bartendaz training program also involved traveling on the subway and doing physical strength tests at the same time.
Photo: Courtesy of Relevent Group LLC
The second challenge for public participants was a run from the Nike SoHo store to Pier 46.
Photo: Kamau Z. Akabueze/Sauce Kitchen Photography
The participants of the challenges were outfitted with Nike FuelBands, a wristband that tracks and measures movement. Using the accompany mobile app on iPads, Nike was able to record the speed of everyone involved and transfer this information to a leaderboard set up at Pier 46.
Photo: Courtesy of Relevent Group LLC
Staffers recorded the names and results of each challenge on iPads.
Photo: Anna Sekula/BizBash
An agility run timed the speed of students as they stepped, jumped, and raced around a series of obstacles.
Photo: Anna Sekula/BizBash
With the bulk of the sunken turf-covered lawn at the pier devoted to other activities, the producers used the site’s southern walkway as the venue for a 40-yard dash.
Photo: Anna Sekula/BizBash
By far the largest area was the section for flag football.
Photo: Anna Sekula/BizBash
A chalkboard on the sidelines explained the rules for the flag football games, including no tackling and blocking.
Photo: Courtesy of Relevent Group LLC
Nike parlayed its partnership with the N.F.L. to bring players to the event. Victor Cruz of the New York Giants (pictured, right) made an appearance and was interviewed on stage by the event’s host Peter Rosenberg of Hot 97.
Photo: Courtesy of Relevent Group LLC
Nike provided free fuel for the teams at the event via concession stands. Entrance bracelets had attached ticket stubs, which attendees could exchange for drinks or pulled pork sandwiches provided by Brother Jimmy’s BBQ.
Photo: Courtesy of Relevent Group LLC
Dwayne Bowe, wide receiver for the Kansas City Chiefs, also hit the event. The N.F.L. posed for photos with the students and signed autographs.
Photo: Courtesy of Relevent Group LLC
A photo booth at the pier provided attendees with a branded take-home memento of the event.
Photo: Anna Sekula/BizBash
The day ended with an award ceremony, with Bowe handing out footballs signed by Cruz to participants with the fastest times.
Photo: Courtesy of Relevent Group LLC
