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NIKE REALLY IS ONE STEP AHEAD: Virtual LED running track brought to life

Posted on May 16th, 2017 in brand PR,Consumer Electronics PR,Consumer PR,Health and Fitness PR,Leisure PR,Sport,Sport PR,Stunt Of The Day.

Sporting connoisseurs, Nike have launched a one of a kind virtual LED running track in the Philippines’ capital Manila, in partnership with the launch their new LunarEpic running shoe.

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The 200 metre track, which spans the size of an entire city block, is the first one of its kind in the world. The track is lined with LED lights, allowing up to 30 people to compete in a race against themselves.

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The initial time is set on your first lap through a sensor that is attached to your trainers; or as it is more commonly known, a hyper accurate RFID (Radio-frequency identification). Then on subsequent laps an avatar will appear on the LED screen next to you; however as you run faster your avatar will appear bigger and faster encouraging you to beat your best.

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It seems that in a technology dominated society, where our smartphones seem to be magnetised to our body, Nike have created an innovative way of tracking our ever increasing strict diet and exercise regimes. In turn this could potentially reduce the dependence we have on a single piece of technology; Nike as well as other brands such as Fitbit and the Apple watch may well just be responsible for the decrease in smartphone technology use during exercise. I mean we all despise that one person at the gym who is so engrossed in their phone, that they don’t realise three other people are waiting for that piece of gym equipment. Nike along Fitbit and Apple may just be the catalyst in encouraging people to get up, get out and exercise more in the fresh air.

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Nike’s marathon idea of a campaign may have fallen just short of its ambitious goal but is still marketing gold

Posted on May 8th, 2017 in brand PR,Celebrity PR,Consumer PR,Extreme Sports PR,Leisure PR,PR Stunt,Sport,Stunt Of The Day.

The thought of running a marathon for many of us is a step too far out of our comfort zone. The thought of running a marathon under two hours? Beyond the realms of fantasy. The current world record for the fastest marathon stands at 2 hours, 2 minutes and 57 seconds.

Not so for the team at Nike however, who believe it is somehow humanly possible. And at the weekend, they came so close to breaking the magic number.

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The Olympic marathon champion, Eliud Kipchoge, the half-marathon world-record holder, Zersenay Tadese and a double Boston marathon winner, Lelisa Desisa, were all attempting to run a quite terrifying pace of 4.34 minutes per mile for 26 miles to try and achieve the impossible.

The campaign, Breaking2, was an attempt by Nike and their Sport Research Lab to push the limits of human performance. Kipchoge, Tadese and Desisa were pieces of a huge puzzle put together to break the golden 2-hour barrier, one of athletics’ final magical figures to break. With an Olympic marathon champion, Nike had also looked at the best possible course; the Italian Grand Prix circuit at Monza, due to it’s flatness and relatively few bends, as well as: time of day (5.45am), weather (9 degrees C) and a lot of pacemakers.

The sports brand also claimed that their new running shoe, the carbon-fibre plated Zoom Vaporfly Elite was their fastest marathon shoe and would be the key to helping “break2”.

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Shown live on Facebook, Twitter and YouTube, the race was viewed 4.9 million times – Nike delivered personalised tweets across the social network site, generated a huge amount of media attention and set a new level for running and sports marketing

The optimum conditions, ultimate shoe and best running route…  saw the world record being smashed, Kipchoge shaved off over 2 minutes from the previous mark, but was 25 seconds of the ultimate mark. The effort from Kipchoge was positively superhuman, and even saw Nike’s world-renowned rival Adidas congratulate them for this new and exciting project.

Although Kipchoge’s time will not officially be recognised by the IAAF (International Association of Athletics Federations) as a new world record, and questions remain about the sporting morals of pacemakers, specific tracks and technological advantages of carbon-fibre plated shoes, it has created worldwide interest and recognition far beyond normal marathon running. It’s a project that has captivated the world. Adidas are even making their own go of trying to run a marathon in under 2 hours. It’s created a new arms race in modern day athletics.

And to highlight just how remarkable a PR stunt this is…  Nike’s Zoom Vaporfly Elite shoes happen to be going on sale next month.

Whatever would Pheidippides think.

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The furry hero of the 2017 London Marathon unmasked: Mr Gorilla is still crawling his way to victory

Posted on April 26th, 2017 in Charity PR,Comedy,Consumer PR,creative publicity,Health and Fitness PR,PR Stunt,PR Stunts,Sport,Stunt Of The Day,Viral Video PR.

The London marathon is a hard enough feat as it stands as only those with peak fitness levels can handle the gruelling 26 mile stint around the capital. It goes without saying that with my diet currently made up of 70% takeaways and 40% chocolate I will not be competing any time soon and therefore I hold those who do manage to find the dedication and stamina to compete in very high esteem.  At yet some individuals, these paragons of goodness, go the extra mile (no pun intended) to push themselves further with the addition of peculiar and inherently cumbersome costumes all in the name of raising money for charity. Enter Mr Gorilla who is crawling his way into the nation’s hearts for a very worthy cause.

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Unmasked as Met Police officer Tom Harrison, aka Mr Gorilla apparently decided that running the marathon in a gorilla suit was not enough. No, in true gorilla fashion, this brave man decided that he was going to crawl across the entirety of the course and is at this very minute still making his way towards the finish line since starting his epic quest on Sunday morning.

Whilst still apparently in high spirits despite blistered and cut hands and knees the brave Mr Harrison quipped, “I’m going good, I’ve just been having a gorilla power nap. Just been napping on some bark chippings under an old tree, which is the perfect gorilla nesting habitat really”.

All of Mr Harrison’s efforts have been on behalf of The Gorilla Organization which is dedicated to conserving gorillas in Rwanda, Uganda and DR Congo, and Mr Harrison’s Just Giving page for his marathon effort has so far raised more than £1,500 for the charity.

Mr Gorilla hopes to complete his marathon on Friday a whole 5 days after starting. It is wonderful to see someone raising the profile of endangered gorillas in the mainstream media. And for once it is not about Harambe.

If you would like to support Mr Harrison in his efforts you can donate to his Just Giving page here. Go Gorilla man go!

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Morrisons have eyes on pie eating Sutton substitute goalkeeper

Posted on February 21st, 2017 in brand PR,Food and Drink PR,Sport,Sport PR,Stunt Of The Day.

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Last night’s FA Cup match between Sutton and Arsenal sparked a lot of attention as a David versus Goliath story yet it was a pie eating substitute who has been the topic of the most heated discussion.

Wayne Shaw was spotted by cameras happily tucking into a pie after all three substitutions were used up; ensuring his position on the bench for the rest of the match. The supermarket chain Morrisons, in a reactive marketing move, have now reportedly made a bid for the Sutton goalkeeper to join their “Pie Tasting” team; clearly they are not one to overlook talent. In what will certainly be a temping offer to Mr Shaw, they have offered him a years supply of pies in return for his participation.

Morrisons’ Chief Pie Buyer Tessa Callaghan has said: “We’re always looking for the best talent to taste our pies and make sure they hit the back of the net. Wayne’s performance last night sets him apart as one of the country’s most famous pie connoisseurs. We were really impressed by his commitment to pie eating, and we understand that a good pie is the best way to warm up for any occasion, even if it is the biggest night of your football career.”

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Super Bowl LI: Top 5 adverts – from politically correct to the most funny

Posted on February 6th, 2017 in brand PR,branded content,Celebrity PR,Comedy PR,Retail PR,Roundup,Sport,Sport PR,Stunt Of The Day,Viral Video PR.

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Many are still excited about the Super Bowl weekend and are talking about how Tom Brady led one of the greatest comebacks in sports history lifting New England from a 25-point hole to the patriots’ fifth NFL championship in the first Super Bowl overtime beating the Atlanta Falcons. Advertisers and big name brands released countless commercials that grabbed people’s attention and here are the top 5 adverts that stood out.

  1. Budweiser

Immigration is a hot topic today and it’s clearly shown in Budweiser’s Super Bowl ad, which is based upon the story that follows Adolphus Busch, an ambitious young immigrant’s journey to America in pursuit of his dream of making the best beer in the world and becoming the co-founder of Budweiser. However, with a strong message like this titled “Born the Hard Way” for 2017 Super Bowl commercial, Budweiser has triggered backlash from some for being “too political”. The commercial however has gone viral on social media and now has over 20,6 million views on YouTube.

  1. Audi

The wage gap, equal pay and feminism are one the most talked about topics today, and that might be one of the reasons why we are seeing a little girl as the protaganist in Audi’s equal pay commercial for Super Bowl 2017, where the little girl is competing in a soapbox car race and gracefully wins the game. The commercial reveals an emotional inner monolog as the girl’s father struggles to discuss gender equality with her and hopes for the situation to change as his daughter grows.

“What do I tell my daughter?” the father says. “Do I tell her that her grandpa’s worth more than her grandma? That her dad is worth more than her mom? Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets? Or maybe I’ll be able to tell her something different.”

Published on February 1st 2017, the video already has over 8 million views on YouTube.

  1. Airbnb

Airbnb commercial conveying a political message stood out as one of the most powerful ads for Super Bowl 2017 and had everyone expressing their shared opinions via Twitter with over 24k retweets including the #WeAccept hashtag. The Airbnb ad preaches equality, diversity, and acceptance including multi-ethnic faces on their Super Bowl advert. The video features diverse faces from different ethnic background and words that say “No matter who you are, where you’re from, who you love, who you worship, we all belong. The world is more beautiful the more you accept.”

  1. Kia

In a recent Kia’s campaign for Super Bowl, we see Melissa McCarthy as a warrior sprinting through the dessert, helping whales and saving the environment from natural disasters. This might be one of the funniest Super Bowl commercials so far while promoting the 2017 Niro Crossover, a car that has set a Guinness World Record for lowest fuel consumption while driving across the America. The company’s message is that no challenge is too big, too small or too difficult. People are loving the idea behind Kia’s campaign and the video has over 164k views in less than a week.

  1. Mr Clean

According to Mr. Clean commercial, every woman desires a man who cleans and is willing to scrub the kitchen down. Here you can see best of Mr. Clean’s moves in the shower and wiping the kitchen floor as he makes it all look so effortless. Football fans love a bit of fun during the Super Bowl half-time and the video has already gone viral with over 8 million views on YouTube.

– @elizas_music