Nike Metcon
Launching an Industry defining icon
Problem: In 2014 there was a hugely successful form of training, Crossfit owned essentially by Reebok. Nike didn’t show up and for the everyday athlete this had the opportunity to become a mainstream modality of training. If athletes were wearing Nike to train it was basketball or running shoes.
Insight : The demands of the Crossfit consumer are uniquely different to any other in the market with rope climbs, handstands and lifting as the key components.
Opportunity : Create & launch an industry defining Icon
Solution : The Metcon & Epic Training (launch event)
Result : 100% ST in first week (never seen before for a training shoe)
50 athletes, 1 iconic city, 1 new footwear franchise.
To kickstart the launch of the new metcon family of footwear we hand picked key athletes, retail partners and members to a one of a kind experience in London. Partnering them up with the worlds fittest man Matt Fraser & Josh Bridges alongside Crossfit Invictus from California we built out a program they would never forget.
Create the Unforgettable
From room drops with product to limited inventory in market we created a pull market that we see 5 years later with 3 different styles within the family launched that has defined the training business.
What Consumers Are Saying
“When Nike Training do something, they do it properly.”
— @iamnickrouse
“The Metcon is far superior to anything else in stability & support”
— @jblacombe
“Nike Training has arrived, inspired athleticism worldwide”
— @brandencollinsworth
“An unreal experience with Nike Training”
— @jamesdollah
To create this experience we partnered with Phil Young and Brinkworth design along with Rogue who supplied the equipment for the experience.