Pool party: Nike is on track with BMX park

Dagenham, UK – Nike has converted a 1970s public swimming pool into a unique BMX skate park.

The facility is open for a month and is free for anyone from accomplished to first time riders. A number of bikes are available to borrow, as well as protective clothing, and on-site help and advice from professional riders. Nike is also using Facebook’s Places feature to incentivise people to return to the park – and to generate advertising. Anyone who checks in five times receives a free rucksack.

Professional demonstrations will also take place throughout the month, beginning with a competition involving some of the world’s best riders.

Brands are increasingly using live events, as well as check-in culture to engage with consumers. For more information, see LS:N Global’s Ubiquitous Gaming Culture macro trend.