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Easter Eggs from Nike’s “Choose Go” Video for the Nike Epic React | Marketing

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In Nike’s latest film, Kobe Bryant, scientist Bill Nye, sprinter Ge Manqi, gymnast Simone Biles and many more ponder what would happen if the world stopped spinning.

Source: By the Numbers: Behind the Scenes of “Choose Go”

There is only one store that I’ve found selling the Nike Epic React in Memphis and that’s Finish Line at Wolfchase Galleria. The shoes should be making a splash, but that isn’t really the case. Right now the Epic React doesn’t have any in store merchandising. The shoes are lost on a wall with 100 other runners diminishing the importance of the newest cushion from the brand.

I recently wrote about the woes of Finish Line and retail outlets. Imagine if Nike an iPad, or if the store had iPads preloaded with this video on loop and images on the wall behind the Epic React? I’ve seen analyst and people make the claim that good product always wins. The Nike Epic React is sitting on the wall in Finish Line right now and not selling because you literally can’t see it. If these facts were playfully listed around the product or at the end of the video near the product, voila… captive audience.

Here are some more fun facts, broken up by key numbers that emerged during filming.

The number of hamsters trained for five days to ensure one could execute the daylight performance. Why? Hamsters are nocturnal runners.

The number of walls created for Giannis Antetokounmpo’s scene. Crafted from a corrugated foam breakaway fence, Antetokounmpo smashed through a practice wall and then proceeded to nail the scene using the three remaining takes available.

The number of takes Kobe Bryant took to complete his scene, in which he wears a tear-away suit made with hundreds of tiny snaps that held the suit together. It took two people roughly six minutes to re-snap the garment between shots.

The number of bow ties Nye brought to set. During breaks, he offered impromptu tying lessons.

The number of minutes a Parisian street could be closed for each take of Edinson Cavani’s shoot. After every 15-minute interval, the street reopened for public crossing. It is estimated that Cavani signed 100 autographs during each break.

The number of hours it took to create the pair of the 3D-printed, hand-painted, globetrotting Nike React shoes featured on Nye’s fingers.

The home address of the film’s hero. The number spells out N-I-K-E on a keypad, and in reverse, it’s also legendary runner Steve Prefontaine’s best time in the mile to the tenth of a second: 3:54:6.

Note: Nike is taking care of the marketing aspect on their end via exclusive run training via the Run App. Finish Line has to look out for Finish Line:

Nike is also launching seven new audio-guided runs from the voices of “Choose Go.” Nye, Biles, Antetokounmpo, Kevin Hart, Colleen Quigley, Evan Jager and Mo Farah each teamed up with Nike’s top coaches to provide guidance, motivation and inspiration to help runners improve their strength, speed and endurance. These will be available on the Nike Run Club (NRC App) beginning March 2.

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Chris Burns
Chris Burns
Founder, Writer and Webmaster at ARCH & CBP
Chris B. is the founder of ARCH.

The ARCH network is unlike other sneakerhead sites. ARCH is a more informative look into sneaker culture. By presenting information about the business of sportswear through marketing analysis, updates on stock prices and introductions to new brands and styles, the site is easily distinguished from the everyday site only giving you release dates.

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