In order to illustrate the key benefit of the product, that it breathes out sweat, we had smoke come out of the t-shirt and fill the box. And then disappear. And then get filled again.

The outdoor unit rendered enormous appreciation and created an impact. From the first second it came up a lot of people reacted, some taking photos of the ad and discussing it on blogs. In short, the campaign was on fire and the Nike Pro sales jumped by 50% during the campaign period.