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

To launch the new training shoe, we partnered with leading cross-fit gyms and influencers to create Metcon Monday Gym Takeovers. Athletes arrived expecting their usual Monday routine but were instead immersed in a rebranded experience. Nike EKINs provided personalized interactions, athletes trained in the new Metcon 4, and the takeovers featured enhanced recovery options accompanied by celebrated DJs.

The transformations were so well-received that many gyms chose to maintain the new setups even after the activation ended.