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Sparking joy & Laughter for the launch of Nike’s ‘Joyride’ shoe

BRIEF Create an immersive playground within the Nike House Of Innovation, located at the Nike NYC Flagship store, that gives visitors a first-hand experience of the newest Nike product addition; Joyride Flyknit running trainers. APPROACH We set out to inspire hysterical laughter and fun with this project, whilst demonstrating the performance capabilities of Nike’s new range, the Joyride Flyknit; enter an industrialized Wonka-esque digital ball pit with high impact collaborative games inspired by childhood play and agility ladders for up to three simultaneous users. IMPACT The result was an unforgettable brand experience that was played by thousands of users in the Nike store, promoting sales of Joyride shoes. The social output meant user’s experiences were shared tenfold online, as well as the installation being featured in Creativity, The Drum and Little Black Book.

Project Roles
Executive Producer
Company
Nike
Skills
Back-End Development, Creative Direction, Houdini
Media
Interactive Installations, Retail Designs
Project Industries
Retail
Sparking joy & Laughter for the launch of Nike’s ‘Joyride’ shoe
Sparking joy & Laughter for the launch of Nike’s ‘Joyride’ shoe