Nike Builds Actions Sports Cred with L.A. Tour
Who is the chosen one? To answer that question, Nike launched the global online web reality competition series “The Chosen,” and hit the road with the Chosen Tour, a series of hyper-local skating and surfing events.
Amateur extreme athletes could enter for a chance to appear on the series by submitting videos of themselves shredding the concrete. Those who earned the most fan votes were selected. Three large-scale night jam events were the heart of the program—a skate jam at Lincoln Park in East Los Angeles, a BMX dust-up in a tunnel and an adjoining riverbed in downtown L.A., and a nighttime surf session at Seaside Reef in Cardiff, CA. In each location, the brand gave out GoPro cameras and provided editing stations. Brand ambassadors were on hand to help the competitors shoot, edit and submit videos to the global online contest.
At each event, Nike set up a customized trailer with its latest gear and an outdoor lounge area. The company used RFID technology to catch photos of riders as they passed by sensors to hit key features in the skate and BMX jams. In addition, there was a t-shirt customization offering participants a free shirt with their own photo from the jam session and, at the BMX and surfing events, a Nike iD van gave them the chance to create custom sneakers.
Attendance at the events far exceeded expectations, and almost 80,000 votes were cast in the global campaign—drastically increasing traffic on the Nike Facebook page and buzz throughout the action sports communities.