Think good brand experiences are always seamless and friendly? Think again…
Nike has got all hardcore on us with the launch of its new endurance trainers. Called NikeCraft Mars Yard (a tribute to Nasa’s Mars explorations), the trainers are designed to be worn during a bootcamp-style brand experience.
Interested? Well if you’re around Governors Island, you could sign up for the Space Camp. Well, that’s if you fancy a course that includes a knot-tying challenge, a balance-beam walk, oh and jumping onto the roof of a pick-up truck. Basically Nike has set us all up for failure – a conscious decision that explores the link between physical and mental strength.
Think we’ll just stick with a jog around the park.