The soft bounce of the Nike React shoe is an indescribable sensation. For the shoe’s launch, we gave consumers a chance to express how wearing the shoes made them feel. What words can’t express, images and objects can, so we designed an interactive table with a range of playful “feels like” physical objects. Users selected objects and placed them on the React Table; then our technology generated a 3D animated GIF that matched the feeling expressed. Every new combination created a new, fun GIF that users could share with friends and family on social media.

Our target audience was very wide as the Nike React is for core runners and casual runners alike. Our goal was to encourage everyone to try out the shoes, by offering to capture their sensations. That’s why we created a simple and fun interactive tool that would attract people of all ages.

We ran this activation in March 2018 at the House of Go, a branded experience created for the launch of the Nike React. The Nike React Table was a fun interactive experience that let consumers express how the shoes made them feel. To participate, people just had to try out the shoes on a treadmill and interact with our React Table. Users were offered a range of physical objects designed to represent different sensations. Each user chose the objects that matched what they felt and put them on the table. The result was a visual asset composed of different elements selected by the user—a GIF they could share through social media.