Fuel Guide

A playground of possibilities to live the active lifestyle you crave.

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The Nike FuelBand got an upgrade – re-launched in the UK and launched for the first time in France and Germany. The opportunity was ours to motivate and excite the next generation of movers in their cities.

By creating inspiring content for each launch city, we add a different dimension to the product communication during launch. Make the FuelBand the most desired product in town with instant, vibrant and local content. Identify the right energy moment in each city to distribute it, and connect to the mobile, moving consumer.

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To celebrate the launch of the FuelBand SE, AKQA created a NikeFuel Guide for each of the most dynamic cities in Europe: Paris, London and Berlin. Available on and in Nike stores, the Guides are a no-nonsense, no-excuses tribute to urban movement.

While the FuelBand SE keeps track of your movements, the NikeFuel Guide challenges you to get active anywhere at any time. This marks the moment inspiration becomes enablement. The motivation is on your wrist: get going. Alongside the Guides we released three exhilarating films – one for each city – mixing together sports, culture, art and lifestyle.

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From Olympic gold medallist Renaud Lavillenie, to rap artist Nekfeu and actress Sabrina Ouazani, each NikeFuel Guide features portraits of notable movers and everyday people from diverse backgrounds.

The Guide boasts city maps combining local events such as NTC classes, Nike Run Clubs and even ping-pong meet-ups with exclusive competitions throughout the city to reward the most active movers. In Nike retail locations, digital NikeFuel Guide screens inspire customers to join the NikeFuel community.