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Issue Date: Vol. 54, No. 8, August 2014, Posted On: 7/25/2014

Stealthy Nike Vending Hits Streets Of New York

by Staff Reporter
TAGS: Nike Vending Machine, Fuel Box, FuelBand promotion, guerrilla marketing

Nike Vending Machine, Fuel Box NEW YORK CITY -- Nike Inc. has joined the growing list of corporations employing vending machines to carry out street promotions. The footwear and apparel maker's promotion features a machine, called FuelBox, which began making its way around New York City on July 18. Designed to promote the company's FuelBand, a wearable fitness monitor, the vending machine dispenses items in exchange for daily FuelBand points.

The initial location of the vender was kept secret until announced on Twitter. Nike advised the public to stay on the lookout and hinted that FuelBox might make the rounds in other markets.

Nike stocked FuelBox with hats, shirts and socks (no sneakers). It's certainly a fun incentive to drive people to rack up Fuel on their bands, and it shows that, despite the rumors of the FuelBand going away, Nike is still very heavily invested in doing things for that community. Stay on the lookout, because Nike says you never know where it could show up next.

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