Tapping into the fever pitch surrounding the N.F.L. draft, Nike crafted a promotional platform of its own on Saturday. The sportswear brand played up its role as the football league's official uniform provider—and the new ad spot touting the alliance—with an event that challenged consumers and members of the Public Schools Athletic League in a series of competitions. The stunt was also designed to draw attention to the Nike+ FuelBands, a performance-measuring product that syncs with a mobile app.
Held in various locations around the city, the "Fast Is Faster Field Day" culminated at Pier 46, where Nike had set up what was referred to as the "end zone," a space filled with football-focused activities and appearances by players like New York Giants wide receiver Victor Cruz, Philadelphia Eagles running back LeSean McCoy, and Kansas City Chiefs wide receiver Dwayne Bowe. The outing, planned by Nike's East Coast marketing team and produced by Relevent in two weeks (with a last-minute location change from Brooklyn Bridge Park to the Hudson River-adjacent green spot), tested the abilities of student athletes in several different ways. Sections included a 40-yard dash, a timed accuracy throw, and an agility run, where staffers recorded each participant's speed and skills using iPads, while a small field for flag football gave attendees the chance to play with others, like Cruz.
For consumers, two competitive challenges were part of the "On the Clock" Facebook promotion that invited fans of the brand to test out its FuelBands. The physical contests—one known as Bartendaz training and the other, the "4 cone run"—gathered groups at East River Park in the East Village and the Nike store in SoHo and, eventually, made their way to Pier 46.
There was, of course, an incentive for the athletic participants to put their best foot forward: a running tally of the fastest times was displayed throughout the day on an LED leaderboard at Pier 46. The event ended with Bowe handing out awards (N.F.L. footballs signed by Cruz) to the speediest for each activity.
