We created the Reactive Poster: a way to try out and experience the Nike React wherever you are.

Consumers of nike.com who placed an order one week prior to the React launch also received a poster with instructions to be followed.

With the poster on the floor, a smartphone in your hand and magically (by using Augmented Reality technology) a Nike React appears on your feet.

Consumers could see the React on their feet, choose the color of the shoes they were trying on and add stickers with illustrations that showed the feeling of using a React. After the trial they could share their experience with friends or shop online for a real life Nike React.

One week prior to the launch of Nike React in Brazil, over five thousand nike.com customers received their orders in a special pouch with a poster inside.

The poster was an invitation to experience the Nike React immediately with absolutely no friction. Not even an app download was needed. Consumers just had to access Reactive Poster's site from their mobile browser to begin the full AR experience and virtually try the Nike React.

The webapp was kept online, so Nike could create new posters, update with React's new colors as soon as they launch or even make the experience available for all of its sneakers and running shoes sold online.

5,000 poster sent

2,581 virtual trials

4,000 pairs of Nike React sold online during the pre-order (our entire stock).

Today, over 34% of online shopping in Brazil is done using a mobile device. When considering traffic to the nike.com website, mobile is already bigger than desktop.

This data gave us an important insight: to reach and sell to an online audience we would need to create an experience designed for mobile devices.

And we were not dealing with just any device, data gathered on website traffic showed us that our audience had access to top-notch smartphones, capable of dealing with heavier and richer mobile experiences without crashing.

This way, it became clear to us that a full mobile experience wasn’t only possible, but also necessary. The smartphone should be the gateway and platform to translate our Instant Go concept and explain the benefits of our product.

Nike React should be their biggest running shoe launch in years. What makes it so special? Its softness and responsiveness that puts a spring in your step — as if you were running through a field of pillows and trampolines. A product that is amazing on your feet, but is hard to explain.

Considering an e-commerce market with a US$23 billion yearly value in Brazil, Nike had the goal to engage early on with their online community in this launch. On the pre-order plan, a goal to sell four thousand pairs on their flagship e-commerce alone.

But how could we make the consumer feel all this innovation/magic of the product without having a product to try out?