Nike Lacrosse Fast or Last Summer Tour

CHALLENGE

Establish Nike's authenticity and cultural relevancy in lacrosse by reinforcing the importance of speed, athleticism and training while providing opportunity for  interaction with the product.

INSIGHT

The most dedicated  players continue their training off-season at lacrosse summer camps. While their days are filled with training,  their evenings provide quite a bit of down time and little entertainment.

SOLUTION

Create a pop-up tour across the Northeast that gives players a place to hang out with their friends, test out some Nike training techniques and try out the latest Nike Lacrosse gear.


From June 16-August 2 the tour made over 10 stops across the Northeast.

From June 16-August 2 the tour made over 10 stops across the Northeast.

Two branded shipping containers were dropped off at the camps early morning, building intrigue and excitement.

Two branded shipping containers were dropped off at the camps early morning, building intrigue and excitement.

After training was over, the shipping containers would pop open to reveal an interactive experience.

After training was over, the shipping containers would pop open to reveal an interactive experience.

Players were surprised to see photos of their day's training – all shot professionally by a Nike photographer – displayed on a large monitor.

Players were surprised to see photos of their day's training – all shot professionally by a Nike photographer – displayed on a large monitor.

A stick doctor was on-hand to repair and restring players' sticks.

A stick doctor was on-hand to repair and restring players' sticks.

Checking in online awarded players a complimentary t-shirt.

Checking in online awarded players a complimentary t-shirt.

Hundreds of players lined up to see offerings on Nike.com and customized them with their favorite colors using NIKEiD apparel customization technology.

Hundreds of players lined up to see offerings on Nike.com and customized them with their favorite colors using NIKEiD apparel customization technology.

SPARQ trainers demoed the latest Vapor Strobe training glasses and SPARQ equipment; putting the athletes to work and pushing their limits.

SPARQ trainers demoed the latest Vapor Strobe training glasses and SPARQ equipment; putting the athletes to work and pushing their limits.

The Players Lounge offered a place to relax after a grueling day on the field and featured video games and college highlight films.

The Players Lounge offered a place to relax after a grueling day on the field and featured video games and college highlight films.

Players were exposed to the latest Nike footwear, equipment, sticks, and apparel.

Players were exposed to the latest Nike footwear, equipment, sticks, and apparel.

Players enjoyed trying on the newest footwear and equipment.

Players enjoyed trying on the newest footwear and equipment.

Nike Lacrosse social channels took on the look of the Fast or Last Summer Tour and kept players posted on upcoming stops. Facebook saw 6,478 incremental Likes during the tour. 

Nike Lacrosse social channels took on the look of the Fast or Last Summer Tour and kept players posted on upcoming stops. Facebook saw 6,478 incremental Likes during the tour. 


CLIENT:  Nike Lacrosse
AGENCY: Momentum Worldwide
CREATIVE DIRECTOR: Melissa Ditson
ART DIRECTOR: Natasha Sokulski & Curtis Wingate
COPYWRITER: Clay Nicholas