Nike Lets Buyers Test-Run Sneakers With A Treadmill Video Game

Nike Lets Buyers Test-Run Sneakers With A Treadmill Video Game
Fitness & Sport

The footwear retailer created an interactive installation called React Land that lets runners try out new shoes in a real-world simulation

Leo Lutero
  • 26 march 2018

To promote Nike‘s newest running shoes, the Nike Epic React, Wieden + Kennedy Shanghai has created a world called React Land, a 16-bit-inspired fantasy destination that shoppers can try out at select pop-ups. All they have to do is run on a treadmill while they press a button to jump and avoid obstacles.

React Land is a uniquely immersive, low-res game based on 8-bit aesthetics. Playable in pop-up “Go” centers by Nike, the game builds on key features of Nike’s newest running kicks. To start, players are photographed in profile on an app that generates their low-resolution avatar. Then they stand on a treadmill, hold a controller and run. After playing, shoppers will get a highly shareable video that they can post on social media.

The game serves as a break from the monotony of a typical mall. The illusion of immersion is created by floor-to-ceiling screens in the “Go” center, built in the middle of Chinese shopping complexes. Nike sold over $4.2 billion worth of goods in China last year, making it a very important market for the American brand. By providing this  unique experience, the brand encourages new connections between shoppers and the brand.

Nike


Lead image via YouTube

To promote Nike‘s newest running shoes, the Nike Epic React, Wieden + Kennedy Shanghai has created a world called React Land, a 16-bit-inspired fantasy destination that shoppers can try out at select pop-ups. All they have to do is run on a treadmill while they press a button to jump and avoid obstacles.

+apparel
+Asia
+china
+consumer goods
+Fashion
+fashion / apparel
+fitness
+fitness / sport
+footwear
+Gaming & Play
+nike
+pop up
+retail
+running
+sport & fitness
+technology

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