Perfect Fools helped Nike to launch one of their most important running innovation in several years, Nike React, on Europe's biggest markets. Today, most purchase decisions are made from recommendations, and online-reviews affect consumers and buyers more and more.

With that insight, Nike invited experts from Nike Europe's most important reseller brand, Intersport, to let them test and then review their new running innovation. The experts from Intersport consisted of 20 runners who were invited to a rainy London to try the shoe in action.

How far could they run?

In order for the runners to get an overall experience of the shoe and really get the opportunity to test the product to the maximum, we gave them a challenge, namely how far they would run in a relay as a team. After each runner and every leg, we asked them what they thought about the new shoe and how it felt like running in it. We captured the runners' responses and reactions on video to seed online to consumers when the shoe was launched.