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Nike - Area 72
Area 72 is the home of the latest in Nike athlete intelligence and innovation. Caution: Visitors may experience optimised performance.
Challenge
Nike partnered with Amplify to reimagine the Berlin race week experience for those choosing the harder road and to capitalise on the energy of the city to dare others to take action. Cutting through the sea of sameness of marathon weekend, through a Nike-only experience that served every runner like an elite athlete.
Insight + Strategy
To cut through the sea of sameness of marathon weekend, this Nike-only experience served every runner like an elite athlete - creating the impression of an elite covert running operation, now made public in the heart of Berlin.
Usually behind closed doors, and reserved for the running elite, Area 72 housed the untold secrets in innovation and pioneering service.
We gave Berlin runners the opportunity to redefine their limits through the marginal gains of athlete performance optimization - through this restricted access destination.
Solution
Amplify brought this elite environment to life over 8 live days during Berlin Marathon week, creating an exclusive experience where runners could challenge themselves, engage with Nike innovation, and connect with expert coaching.
At the heart of the experience was NSRL Form, Nike’s proprietary performance technology, offering a personalised journey guided by real-time data and Nike coaches. Runners tested their limits through custom Strava challenges, explored the latest products Vomero Plus and Pegasus Premium with EKIN guidance, and gained insights into Nike’s heritage and key innovations.
Every element, from Hyperice recovery zones to Dry-Cryotherapy beds rewarded effort and inspired progression. Area 72 blended athlete, product, and culture, giving runners a platform to go further, train smarter, and experience Nike innovation first-hand.