Nike Fuel at SXSW
Life is a sport – make it count! The Nike+ FuelBand does just that by counting all the activities of a person’s athletic life. Running, walking, basketball. The Nike+ FuelBand measures activity and turns it into NikeFuel. The amount of NikeFuel is symbolized by a row of led lights ranging from red to green. To promote the new Fuel Band at the 2012 South by Southwest (SXSW) festival in Austin, Nike needed something big – something visible throughout the festival. Lightwave had the perfect solution.
Using the Frost Bank Tower in downtown as a canvas, Lightwave washed the building in vibrant colors matching the hues of the FuelBand LEDs. The display was visible for miles around, including from the nearby NikeFuel Lot, and lasted for a full week of the festival.