Nike | Sole Support

This work took place during Gabriela Baiter’s 2.5 year tenure at World of Good after setting the original strategy at Whereabout Studio. As the Director of Experiential, Gabriela oversaw the experiential division across 3 media brands.

Situation

Together with Nike, we celebrated their newest shoe release with a custom destination and 3-day pop-in at the House of Good called Sole Support. The first-of-its-kind activation was a massive hit, giving Nike the ability to make a splash on one of LA’s busiest shopping districts. 

Solution

Paired with a branded content destination, the home was transformed into a Nike-branded running center celebrating the community spirit via a 3-day pop-in weekend. Runners were invited in to experience the shoe first hand with a group run, workout, live podcast recording, DJ set and more. 

KEY TAKEAWAYS: 

  • 12,000 passerbys came by the house

  • 1,200 people visited the showroom and engaged with Nike’s products

  • 70 people attended the events throughout the weekend

  • 17 placements in local media and press totaling 22M circulation

Gab Baiter