Footwear brand embraces its consumer base in Japan by leveraging facial recognition technology.

Weiden+Kennedy orchestrated a campaign for Nike to promote NikeiD, the footwear brand’s customization platform.

The microsite, which launched in Japan but can be accessed anywhere, prompts visitors to demonstrate their strength by making funny faces by contorting their features that the Nike Free Run+ shoe will responds to. Visitors are asked to turn on their webcam and flex their face; using facial recognition, the shoe design responds to users’ funny faces in real-time. As an incentive, each week, a winner is selected depending on which face generates the most web traffic.

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