Nike’s Installation Shows What It’s Like To Travel As Fast As An Olympian
Nike's 'Camp Victory' lets guests feel and hear what it's like to move at the speed of an Olympic athlete.
While they might not be a sponsor of the London Olympic games, athletics brand Nike was a sponsor of this year’s U.S. Track and Field Olympic Trials in Eugene, OR where they built a high tech, physical/digital experiential installation to engage users in playful competition and deep sensory experiences.
Camp Victory is the result of an 8 month partnership between Nike, design agency Hush and architecture firm Skylab. The installation was set up within three custom pavilions where Nike was promoting their Nike+, Fuelband, and Flynit brands through large interactive displays including a sensory tunnel and treadmill racing game that challenged two players to race one another for a spot on a realtime leaderboard displaying pictures of the competitors and their best times.
A 100-foot long corridor surrounded by LED walls was used to give guests a visual demonstration of the speed of Olympic runners by rendering imagery that traveled the same speed as the athletes. Sound also traveled through the tunnel at the speed of the Olympic athletes, giving people an auditory manifestation what it would be like to stand right on the sidelines during a race.
Nike plans to roll out these experiences at similar exhibitions throughout the world as well as in some of their flagship retail stores. Click through the images of Camp Victory below.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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