Nike+ FuelFest


To kick off the Games in London, Nike wanted to stage a first-of-its-kind event that demonstrated the power of Nike Fuel. With NIKE+ FUELFEST we transformed a gig into a game and harnessed the energy of a night out, showing London’s young, urban audience that when it comes to Nike Fuel, everything counts.

Our real-time data visualization at Battersea Power Station, framed as a friendly competition between boys and girls, encouraged the crowd to reach beyond their limits. 4,000 guests moved to the beat of performances from some of the biggest names in music. The harder the crowd danced, the more points were earned, powering the experience with live, real-time data aggregated from each person's Nike+ FuelBand.

Over half a million fuel points generated made NIKE+ FUELFEST a world first that showed London how to #MAKEITCOUNT.

R/GA Offices

United Kingdom
New York
United States