To help launch the Nike+ FuelBand SE in France, Nike teamed up with AKQA to kick-start a European initiative on movement. Facing the challenge of introducing the new metric that is NikeFuel, as well as giving the Nike+ FuelBand SE a practical how-to, the duo created the NikeFuel Guide to inspire users and non-users to move in new ways.
The guide is available both digitally and in retail spaces, and features the interview of a famous everyday athlete, maps, organized activities and exclusive rewards. In addition, NikeFuel stickers were placed throughout the city with inspirational messages, prompting spectators to transform into active participants whenever there is an alternative to their daily routines.
To promote the guides, AKQA partnered with director Gustav Johansson to create a series of films, depicting the daily activities that go around in Paris, London and Berlin. The NikeFuel Guide will be released monthly throughout the year 2014 at various Nike doors and at nike.com.