The Lunar Eclipse represented the coming together of all Nike’s running technologies into one shoe. We were briefed to communicate this for the launch at Nike’s Shoreditch creative hub – the 1948 store.
For the centrepiece we created a giant replica shoe made of sections suspended between ceiling and floor. Each section represented a specific technology.
When viewed from the entrance the sections appeared fitted together, but as customers walked around the installation they separated to reveal information on each technology.
The uniqueness of the concept, coupled with a video report we produced for Nikestadiums.com and blogs, led to widespread PR coverage.