Nike’s new ‘run easy’ Lunar Epic shoe has embedded a soft ‘Lunarlon’ foam core directly below the foot that is surrounded by a firmer foam for stability.  Lunar foam combined with the use of flyknit technology for the sock-like upper means that Lunar Epic breaks new ground for a running shoe. The challenge was to communicate these innovations to show that Lunar Epic is a serious performance-driven running shoe. So we wanted to come up with a way to announce the launch in a impactful and product-experiential way by creating and owning an event. Influential core runners from the Nike Running Club (NRC) were invited to participate and the whole experience was shared online. For a WOW effect, we used a hologram and projection to take over one of the most famous running routes in Shanghai. For wider communication we broadcast a ‘City Attack’ and renovated traditional OOH platforms (billboard and bus shelters) into Digital formats to better communicate the technology of the shoe. Our influential core runners were made to feel important and were completely immersed by the hologram and projection takeover. KOLs and influences posted the experience with the Lunar EPIC hologram on the social platform and gained thousands of forwarding and likes.