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 it got filled again.

The outdoor unit rendered enormous appreciation and created an impact effect. From the first second it was launched 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.