Nike knew that extolling the technical benefits that press care about would be key to showcasing the new collection's newsworthiness. We also knew that consumers adore immersive, visually-appealing experiences like art gallery openings. With this in mind, we created an environment that displayed the innovative products like artwork. This gallery experience culminated with a surprise-and-delight portion: guests would actually test Nike's claims in the weather conditions the products were built to withstand.

On September 1, 2015, Nike executed a full build in a completely raw space; the team created a multi-sensory experience that brought the cold weather workout to life.

Upon arrival, guests discovered a thermoregulation gallery, where they were educated on the science behind the products. They then interacted with a heat-vision wall complete with live thermal camera, which tied back to the invitation they'd received weeks earlier. A synchronized presentation then helped illustrate each product displayed via light, fog and a recorded voiceover.

Finally, with outdoor temperatures climbing upwards of 90 degrees, Nike surprised guests by inviting them to change into the new collection. They then entered a custom workout room that allowed for the temperature to be lowered to and maintained at 32 degrees. Nike master trainers led guests through a custom 30-minute workout synchronized to a video-mapping installation with hyper-realistic imagery of snow-capped mountains and arctic tundras.

Nike completely transformed the raw 9,100 square foot space of SIR Stage 37 to launch the new Cold Weather Collection.

Nike hosted 60 press and 30 Nike+ account members at the daylong cold weather training experience in New York City. As a result, a multitude of top-tier press raved about the event and products, sparking conversations and buzz around Nike’s cold-weather product innovations, even in the dead-heat of a New York summer. Extensive press coverage included Bloomberg Business, Men’s Journal, Business Insider, Sports Illustrated Kids, Business of Fashion, Complex, Yahoo! News, Oregon Live, HighSnobiety, Freshness Mag, Tech Times, Por Homme, Sidewalk Hustle, and many more.

Social coverage included tweets and Instagram posts from Victor Cruz, Freshness, SLAM Magazine, Men's Fitness, Lance Fresh, Sidewalk Hustle, Billy Dec, Marcus Troy, and many more.