In 2012, Nike launched a new LunarGlide series and created a disruptive retail space in a shophouse at Peranakan Place. WE! covered the event on Facebook, crafting content pieces from photos and videos taken inside and outside of the shophouse during the disruptive retail period.
WE! also did up lanyards and special tags, distributed by runners around Orchard Road and prominent jogging spots to let target audiences discover where the secret retail store is at.
The lanyard were actually the new LunarGlide neon green shoelaces and the tag itself contained text as a GPS location hint. Those who solved the hint were able to find the hidden store, get to try the brand new shoes and even take on threadmill run challenges. It’s Game On, World.