Nike bring their shoe game to Sea Point
Against the backdrop of the Atlantic Ocean, Nike are putting in the promotional hard yards with their very noticeable Race Against the Unknown activation that we spotted this week.
The Nike team in partnership with the Running Late Club are inviting runners to take their Nike Pegasus 41's for a whirl on Cape Town's 'most scenic running route'.
Activations like this are a rather neglected form of promotion. We would have thought that far more outdoor / footwear / apparel brands would be out canvassing the streets to showcase their wares just like this.
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Part of what makes Nike so good at this is just how noticeable and distinctive they have made themselves to be with the design of their van and brand assets.
Of course while every other brand is wasting spending way too much on social media advertising - those that creatively explore unappreciated alternatives will stand out.
Which of course is a nice example of a smart marketing approach 'invest where others aren't'.