Nike ILL Mobile is a project developed by Hub Strategy for Nike as part of their sponsorship of the AST Dew Tour (Mountain Dew’s Actions Sports Tour). The assignment was to get that reaction out of people enough that they would whip out their camera phone and send photos of it to their friends. Since it was so out of the box the people at Hub Strategy put a crazy range of people on the concepting assignment including an architect, strategic planner, industrial designer, graphic designer and a copy writer. Nike picked the vehicle concept and then they had literally 14 days to source the base vehicle, build the whole thing out and get it shipped it to the first venue in Baltimore. It has components built onto it for every extreme sport and the recreation that goes with it. See below for detailed features. NIKE ILL MOBILE FEATURES: Features include: a skate ramp, wakeboard tower, surf racks, skate board rails, BMX racks, BBQ, sleep-in camper shell, built-in CD player, radio and remote control iPod player all encased in a waterproof box, custom fabricated hand brake with the Nike 6.0 URL engraved on the top, flood lights and a custom Nike 6.0 branded paint job. And we continue to enhance the vehicle as it moves to the new venues of the Tour.
We've developed a highly effective approach to building brands when dollars need to be stretched and we normally keep it a secret. But we like you. So we'll tell you about it.
Just this once.
Hub Strategy & Communication
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