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You're walking around Manhattan during the 2003 US Open, wondering what was happening in the afternoon matches. Just then you spot an umpire's chair right in front of Grand Central Station, and hear a voice yell, "Agassi leads two sets to one." You smile. Someone runs over and hands you a Nike tennis ball. You smile again. |
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| To drive traffic to and increase sales at Niketown's Manhattan location, and create a buzz around Nike Tennis during the 2003 US Open. |
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People who like tennis - everyone from the casual fan, to those who eat and sleep all things racquet - in New York for the US Open. |
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To showcase Nike's commitment to tennis, we unleashed teams of "Nike Tennis Players" to stage drills in crosswalks, do play-by-play of Open matches, and assist New Yorkers with opening hotel doors, hailing cabs and more.
Since it's not every day you see ball boys running across 42nd Street, the players drew a crowd. And lucky for these crowds, the players handed out Nike tennis balls and collateral that drove those crowds to Niketown for a chance to open a locker full of Nike Tennis gear. Once any member of a crowd went to Niketown, they had the opportunity to take a picture holding the U.S Open "cup" in front of a stadium graphic - and receive a refrigerator magnet of the photo as a keepsake. |
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| Our Nike tennis players handed out thousands of collateral pieces, 40% of which were redeemed at Niketown, resulting in one of Nike's most successful street team efforts ever. |
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