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While many advertisers were shelling out millions of dollars for TV slots on the Super Bowl broadcast last Sunday, Nike was on the ground in San Francisco getting much more up close and personal with some of its biggest fans.
The sports marketer, with help from R/GA, sent three Nike-branded luxury sports cars into the streets and got several NFL stars—including Rookie of the Year Todd Gurley and Pro Bowlers Latavius Murray and Chris Ivory—to surprise Nike+ members with epic product drops.
How epic? How about a signed pair of Vapor Untouchable 2 cleats in a golden box? (They are Nike's lightest and most adaptive football cleats to date.)
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