Nike Employs Video Gamification to Demo New Sneaker

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This installment of Installation of the Week is dedicated to Nike’s latest attempt to sell more shoes through technological gamification. In this case, the shoe is the new “Epic React” model—apparently the bounciest, softest, lightest and somehow simultaneously the most resilient footwear ever created. The juggernaut company combined its powers with the Clio-winning Wieden + Kennedy Shanghai firm to outfit select stores in China with a playful, experiential installation called “Reactland” that allows retail shoppers to “test-drive” the shoes with a mixed reality set-up that affectionately mimics the 2D video games of yesteryear.

The elaborately decorated Chinese locations, heavily branded with the “Instant GO” Nike taglines, provide consumers with a pair of the Epic Reacts, a treadmill and a handheld trigger controller. The treadmill is situated in front of a camera and a curved, semicircular screen that introduces the shopper to their digitized avatar.

 

As the potential customer jogs on the treadmill, the avatar runs through treacherous situations in exotic locales including atop a speeding bullet train, past dancing panda bears and through clouds near the Great Wall of China or the Sphinx at Giza. The aforementioned trigger controller allows the character to jump over some of the video game’s obstacles thereby providing a reminder of the React’s responsiveness without the liability of jeopardizing the consumer’s safety. “Reactland” is available for visitors to try in select stores in Shanghai, Beijing, Guangzhou and Chengdu.

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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