Nike is tapping into the extraordinary passion around soccer to introduce a new boot that allows those who purchase a pair exclusive access to the training practices of some of Brazil’s top footballers.
People who buy a pair of Mercurial Vapor SuperFly II, promoted as a vibrant ultra-violet colored lightweight boot featuring a new, unique adaptive traction system designed for explosive acceleration, also receive a unique code that give people access to four camps.
For example, camp A Pelada teaches viewers high-speed ways to practice fast, competitive Brazilian football. O Brasilerao introduces the coaches and players of Brazil’s premier club, Corinthians. Other content includes authentic drills with top club coaches and access to the Brazil National Team’s training hideaway in the mountains, Granja Comery.
Nike said the promotion “connects the digital and physical worlds of football.”
Nike kicked off the PR campaign at an event last week in London with footballer Cristiano Ronaldo, named for former President Ronald Regan.
The boots will be available beginning April 1 at retail stores across the globe and online.
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