It isn’t always as simple as “Just do it.” With the release of the Metcon 4, Nike wanted to make a new statement: “Just don’t quit.”

To debut the new training shoe, we partnered with prominent cross-fit gyms and influencers to create Metcon Monday Gym Takeovers. Athletes came expecting their regular Monday routine. Instead, they found themselves immersed in a rebranded experience. Nike EKINs provided one-on-one interactions. Athletes trained in the new Metcon 4, and the take-overs offered elevated recovery options to the score of celebrated DJs.

Most gyms loved the transformations so much that many of the spaces lived on past the activation.