We created The Responsive Treadmill. We intervened two treadmills and synchronized them to animations that responded to the velocity of the runner. The greater the rhythm, the faster the animations. The Responsive treadmill gave people the opportunity to try out the products in an engaging way, making them feel relax and in an immersive ambient, even when running in a treadmill.

We created an innovative experience powered by a product trial, based on the Nike Zoom Campaign. Intervening two treadmills and synchronizing them to screens that had 2D animations, based on the visual center of the campaign. The challenge was the small amount of elements we had. Just a small color scheme (two colors), typography and vectorial elements. The result a beautiful 2D animation that responded to the velocity of the runner. The greater the rhythm, the faster the animations went, giving the sense of immersion and speed.

The use of the treadmill is increasing from week to week. Consumers are able to try a the products in an engaging way, and get the chance to be in contact with the brand in a different way, when being inside the store.

Above all, 90% of those who took part in the experience made a purchase.

Today, Nike’s strategy is based on creating experiences. The Responsive Treadmill is an excellent example of this strategy working directly with consumers, to further Nike's message and creating a unique experience with the brand.

For runners, their gear is very important. There are a lot of people who buy tennis shoes without knowing their stride, creating injuries or leading them to abandon the sport.

On the other hand, Nike was launching their largest store in South America in Buenos Aires and they wanted to create innovative experiences around trying out products in-store.

To resolve these issues, we developed The Treadmill Trial. An interactive brand experience. In front of the treadmills we placed immersive screens with animated graphics that sped up according to the rhythm of the runners.

Nike launched their largest store in South America in Buenos Aires. One of the challenges was to create innovative experiences around trying out products in-store.

The objective was to create a space with innovative services, creating experiences with the Brand