News’s Nike Ultrafly activation achieves 97 per cent sell through has achieved 97 per cent sell through in the opening 48 hours for its latest Nike product activation which featured world number one ranked triathlete Hayden Wilde for the marketing campaign.

The Nike ZoomX Ultrafly is the brand’s first carbon-plated trail shoe and flagship product for this market following its success in carbon “super shoes” for road running customers. used New Zealand Olympic triathlete and World Triathlon Championship Series number one ranked Hayden Wilde as launch spokesperson and reviewer for the product activation’s marketing campaign.

Hayden was 2021 XTERRA off road triathlon World Champion for which he trains extensively on trail runs. This includes near his home and training base in Andorra nestled in the Pyrenees Mountains where the product review was filmed. 

This successful activation comes after the retailer partnered with Nike on a joint two-year sponsorship deal for Wilde. This represented the first time the brand has ever worked with a partner on its global athlete sponsorship programme.

Gavin Bannister, brand manager at, said: “Our motto at is it’s no fun standing still and this activation bringing to market a groundbreaking Nike product aimed for trail runners is testament to that.

“The success behind this activation would not have been possible were it not for Nike’s innovative product design and our brand marketing team’s creative streak. 

“It was a privilege to work with Nike and Hayden on this campaign. As a top on and off-road triathlete, he is perhaps the most qualified athlete to provide unrivalled insights into the Ultrafly’s performance. We look forward to replicating this success for our brand partners with future high-impact activations.”

Established in 1982, offers customers more than 17,000 products from 150 global running and outdoor brands. From a running perspective these include Asics, Nike, Adidas, Hoka and New Balance whilst in terms of outdoor they include Haglöfs, Montane, Rab and Patagonia.

In June, the retailer, which has an annual turnover of £83.8m, revealed its first quarter turnover for the financial year started 1 March 2023 was up 20 per cent year-on-year. The company also announced the acquisition of 140,000 new customers and securing orders from 200,000 repeat customers over the same period.

For further information on the retailer, visit

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