Game of GO

Objective

Nike launched the Epic React running shoes and needed to demonstrate the innovative React foam cushioning technology in an engaging way. To make running appeal to a broader audience—including non-runners—the brand created an experiential activation that visualized the invisible technical features of the shoe through a spectacle of motion-tracking, real-time graphics, and competitive gameplay.

Solution

A three-day interactive VR installation at Microsoft Square in Los Angeles where participants created personalized avatars and competed in a 400-meter virtual race on dual-wide treadmills. Motion-tracking sensors captured each runner's skeletal movements and translated them into real-time avatar animations displayed on giant digital billboards. Twelve gaming rigs processed the data instantly—no pre-rendered content. The experience was extended via a Snapchat Augmented Reality lens, allowing a wider digital audience to engage with the campaign.

Results

The Game of GO campaign achieved 4.5 million TV impressions, 1.5 million out-of-home impressions, and 25.6 million digital impressions via Snapchat AR. It won four Cannes Lions awards and received 92 points—the highest score in FWA history.