When people pick up the Nike Free for the first time in the store, they often bend or twist the shoe to test its flexibility. This is an excellent way to understand the benefit of increased overall foot strength by using rarely used muscles. However our brief included an e-commerce component, so we used an online experience to communicate the benefit and used social media to help spread and, and finally drive sales via NikeiD.

The campaign lasted for 6 weeks, and was viewed over 425,000 times. Over 2,000 Free Faces were created. The page received over 3,000 Likes, 1,623 Retweets and resulted in selling many custom pairs of Nike Free Run+ shoes on NikeiD via the campaign site.