# Surprise Footwear Giveaways The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats By Katherine Pendrill | Published 2016-05-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nike-speed-drops References: [adweek](http://www.adweek.com/adfreak/nike-athletes-dropped-some-insane-product-fans-san-francisco-last-weekend-169635) & [youtu.be](https://youtu.be/OV3QP0MPxaw) While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, [Nike](https://www.trendhunter.com/trends/awaken-your-madness) chose to get up close and personal with its fans by launching its 'Nike Speed Drops' promotion. With help from the agency R/GA, Nike sent three luxury vehicles to the homes of Nike+ members in San Francisco. The vehicles carried legendary athletes such as Todd Gurley, Chris Ivory and Latavius Murray, who then presented each super fan with two pairs of [Nike shoes](https://www.trendhunter.com/trends/nyjah-4). The kicks in question were the Vapor Untouchable 2 cleats and a [limited-edition pair of Air Force 1](https://www.trendhunter.com/trends/5am-high-drops) Precious Metal sneakers. As one would expect, the stunt proved to be a hit among many Nike+ members. The Nike Speed Drops promotion demonstrates how brands can reach consumers on a more personal level by directly interacting with and rewarding those who have proven to be loyal customers. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 4% | Activity: 22% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Personalized Brand Interactions:** The Nike Speed Drops promotion showcases the potential of brands to engage with customers on a more personal level through direct interactions. - **Surprise and Delight Marketing:** The 'Nike Speed Drops' promotion illustrates the power of surprising and delighting customers with unexpected giveaways and experiences. - **Fan Engagement Strategies:** Nike's 'Nike Speed Drops' promotion highlights the effectiveness of engaging with fans in unique ways, fostering brand loyalty and excitement. ### Sectors Adopting This - **Sports Apparel:** The sports apparel industry can leverage surprise footwear giveaways as a disruptive innovation opportunity to enhance customer engagement and loyalty. - **Athletic Footwear:** In the athletic footwear industry, surprise giveaways like Nike's 'Nike Speed Drops' can create buzz, drive sales, and cultivate a passionate customer base. - **Digital Marketing:** Digital marketing agencies can explore surprise and delight strategies like the 'Nike Speed Drops' promotion to help brands connect with customers on a more personal level and generate positive brand sentiment. ## Related on Trend Hunter - [Gratitude-Giving Sneakers](https://www.trendhunter.com/trends/air-jordan-xi-retro.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Athlete-Approved Football Boot Designs](https://www.trendhunter.com/trends/football-boot.md) - [Color-Changing Cleats](https://www.trendhunter.com/trends/color-changing-cleats.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Game-Day Score-Inspired Giveaways](https://www.trendhunter.com/trends/its-a-10.md) - [In-Game Digital Sneakers](https://www.trendhunter.com/trends/nike-and-fortnite.md) - [Pop-Up Recovery Shops](https://www.trendhunter.com/trends/nikes-soup-shop.md) - [Limited Collaborative Streetwear](https://www.trendhunter.com/trends/hiddenny-x-ugg.md)