Insight : Money can help you to get ahead in other disciplines, however in sports there is only one way to achieve success; effort.
We created the first online shop where the only currency accepted was effort.
These products were only available in the online shop, users couldn't pay for them, they had to be earned.
We measured the effort using Nike's new Fuel Band. Users had to exchange their fuel for products.
As a PR stunt, we created vending machines and placed them in high-trafficked areas for athletes.