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Nike shoppers can now test-run sneakers on a treadmill hooked up to a video game

When you’re running on a treadmill like a compulsive little hamster, or just going about your daily business, you may imagine yourself as the star of your own modern Super Mario-style video game, bounding across a brightly colored screen and leaping dexterously over obstacles to rack up points.
But lucky folks in China have the chance to be just that, thanks to a delightful little stunt from Nike and Wieden + Kennedy Shanghai.
To highlight the characteristics of the shoe maker’s new “Epic React” model—which contains technology the brand describes as bouncy, soft, light and durable—the agency set up a rig that let consumers test drive the shoes with a special video game called “Reactland.”
In the case study video, players arrive at the glowing venue, lace up a pair of sneakers and step in front of a camera to create a digitized avatar. Then, they hop on a treadmill in front of a giant screen and jog away, leading a pixelated version of themselves across a variety of landscapes from around the world—over city rooftops, through forests and deserts, past dancing giant pandas and the Great Sphinx of Giza.
A handheld trigger controller lets them jump the their characters onto springboards and over planes, presumably to further reinforce the bounciness of the shoe (without the safety and liability implications of asking people to actually jump while on a treadmill).



In all, it’s a fun, interactive and memorable way to demonstrate the product, and a great on-brand twist on the 8-bit-runner marketing category. Naturally, participants get a 10-second video of their gameplay so they can share it on social media. The game is available for visitors to try in select stores in Shanghai, Beijing, Guangzhou and Chengdu.
It’s also consistent with Nike’s general efforts in recent years to gameify even solo sports like running through its app ecosystem, though taken to its extreme, that could start to look uncomfortably like Black Mirror.
In a broader sense, that theme—running as a form of play—might’ve started even earlier, with a famous TV ad back around 2002.

Via: AdWeek

Nike honours Baltimore with OOH installations for saving the Air Force 1 sneaker three decades ago

Nike’s exclusive, limited-edition Special Field Air Force 1 Mid “For Baltimore” sneaker commemorates a unique piece of athletic-shoe history for which Baltimore is responsible.
You see, thousands of years ago, in 1982, Nike’s Air Force 1 shoe introduced millions of feet to the company’s patented Air cushioning and comfort system. By 1984, the Air Force 1 was phasing out of production, and may have been abandoned altogether had three Baltimore retailers not intervened.
Air Force 1’s were extremely popular in Charm City, so the owners of Cinderella Shoes, Charley Rudo Sports and Downtown Locker Room convinced Nike to keep making them, which is why they’re still used in street and professional play today.

The Special Field Air Force 1s come with a comic book illustrated by Ed Piskor, and will be sold exclusively at Downtown Locker Room’s Mondawmin Mall and Monument Street locations. The Mondawmin location has also been honored with a commemorative plaque for its efforts in saving the shoe. Additionally, a mural by Piskor is planned for the former site of Cinderella Shoes, in conjunction with local community arts organization Jubilee Arts. Wieden + Kennedy coordinated the campaign.

 

 Via: AdWeek

 

The world's first LED track where runners can race themselves

Nike has created a pop-up running stadium in Manila, Philippines that allows people to race themselves via LED screens.
The 200 foot long race track has been launched to promote the Lunar Epic trainer and has been specifically shaped like the sole of the shoe.
The track has also been fitted with LED screens along one side. Visitors are invited to run one lap, with their lap time being logged. They then re-run the track, racing against themselves via a projection on the LED screens.
The ‘Unlimited Stadium’ running track, which was created by BBH, takes over a city block in the centre of BGC, Manila’s business district and running hub.
According to BBH, the idea behind the experience was to fuse offline and virtual worlds. As many as 30 runners can use the track at one time and Nike will be tracking the total distance and data across the 17 days the track is open.
Via: The Drum 
 

Nike Creates LED Basketball Court with Motion-Tracking and Reactive Visuals

UK-based ideas and innovation company AKQA has collaborated with Nike to design a reactive LED basketball court in Shanghai, China.
Called ‘House of Mamba’, the court was developed to coincide with the Nike RISE campaign.
The floor of the court features motion-tracking and reactive LED visualization technology that will display American basketball player Kobe Bryant’s very own training drills so that aspiring players can adopt his training strategies and practice alongside him.
Other than the LED technology, the innovative court can also track mistakes and record them down for improvements.
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Via: Design Taxi

The Nike+ House of Innovation

Selfridges recently hosted Nike’s “House of Innovation”, a cool brand experience made up of a handful of challenges, exhibitions and environments that converge the physical and digital retail space for “everyday athletes” as they compete against one other and interact with the environment which was filled with some of Nike’s most innovative products and technologies.
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http://www.youtube.com/results?search_query=orEYtNF1Tfg&sm=3
Via: digital buzz

Nike create Interactive Camp Victory Olympic-timed installation

With this OOH activity Nike continues to innovate using technology, social media and audience participation. The campaign consisted of their Olympic-timed Camp Victory installation in Eugene, Ore, built at the site of the U.S. Track & Field Trials. It featured a 100-metre speed trial and a 15-foot-tall LED wall that offered a visualisation of the fastest runs from the Olympic trials, head-to-head treadmill challenges, and fully explorable 3-D heat maps of local Oregon running terrain.
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via: adweek

Shoe controlled projection

Nike created a projection mapping piece that is controlled by one of the Nike Free Twist shoes that was being promoted.
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