Nike Zoom is all about being fast. So fast that we created Speeding Tickets: a bespoke speed trap installation that caught runners speeding by measuring their top speed and issuing them with a personalised, physical, share-worthy Nike branded Speeding Ticket.

We literally called runners to action: run - run as fast as you can.

And the response: They found their top speed, learned their speed limit, and then broke it.

The Speeding Tickets installation is a seamless integration of visual design and experience design.

We used the campaign’s visual components (bold typography, chevrons, green colour) to communicate both our instructions and our key message: Go fast! For example, chevrons pointed in the direction of the finish line, big and bold typography communicated instructions at a distance and we used the campaign’s green colour because green means go.

We also designed the campaign’s visual center to repurpose cultural icons of speeding: screens that show you your speed, automatic speed traps and, of course, speeding tickets.

Nike doesn’t ever publish figures. But here’s what we know:

Speeding Tickets encouraged runners from across Europe to find their fast, and share the experience via social channels.

It appeared in multiple locations, including the Olympic stadium in Amsterdam for an event with World Champion Dafne Schippers. Runner’s World magazine covered the event driving massive reach amongst our Young & Fast runner audience.

Finally, Speeding Tickets drove significant traffic to Nike.com and significant in-store trial of the new Nike Zoom.