Our brief was to develop an innovative experience for Nike’s store that gave visitors and customers first-hand experience of the newest Nike product addition; Joyride Flyknit running trainers.

The brief was not only to demonstrate the capabilities of these new sneakers, but to find a fun and engaging way to get people wearing them and sharing their experience.

We set out to create an immersive playground, inspiring hysterical laughter and fun with this project, whilst demonstrating the performance capabilities of Nike’s new range, the Joyride Flyknit.

We developed an industrialized Wonka-esque digital ball pit with high impact collaborative games inspired by childhood play and agility ladders for up to three simultaneous users.

The experience takes the form of a ‘Testing Facility’; a structure outfitted with a reactive floor that creates a playground for three games. The games are specifically engineered to create a visceral experience of the product’s benefits and innovative design, awarding players with digital beads, which accrue in a giant interactive digital ball pit.

Upon arriving at the Nike New York flagship store, visitors checked in, were outfitted with a pair of Joyrides and then made their way through three immersive games wherein they accrued beads and points to determine the winning player. Their experience was captured on camera and pushed to a unique system developed to generate social content that could be shared minutes after their experience.

The experience was aimed at customers of the iconic retail brand, with the aim of both providing them with an unforgettable brand experience, and ensuring they tried on the new Joyride shoe.

The installation was live across a span of two months in the Nike House of Innovation flagship store.

The games customers played included:

Busy Beads | Shoe Feature: Responsive and Lightweight

Skip and Squish | Shoe Feature: Impact Absorption

Cushy Kicks | Shoe Feature: Personalized Cushioning

The visual language of the experience (which was driven by the beads present in the Flyknit trainer) was echoed throughout the store on massive LED screens and surfaces.

The result was an unforgettable brand experience that was played by thousands of users in the Nike store across a two month period, promoting sales of Joyride shoes. The social output meant user’s experiences were shared tenfold online, increasing brand awareness and driving conversation around the new product line.