Nike: Reactland
Open the game- Brand
- Nike
- Year
- 2018
- Objective
- Product launch
- Industry
- Sports
- Mechanic
- Arcade
- Platform
- Installation
- Agency
- UNIT9
- With
- Nike
Objective
Nike needed to launch its React line of running shoes in China with a standout product trial experience. Rather than relying on traditional advertising, the brand sought to create an immersive, memorable interaction that would let runners physically experience the shoe's performance characteristics while building emotional connection to the product.
Solution
Reactland was a treadmill-based arcade installation deployed across four Chinese cities. Players started by being captured on green screen, which transformed their profile into a pixelated avatar that mirrored their movements. Wearing actual Nike React shoes, runners stepped onto a treadmill to control their character through a retro-style game world inspired by classic arcade games, jumping obstacles and collecting items via a handheld controller. The treadmill's sensor feed influenced on-screen movement speed, merging real shoe performance with virtual gameplay. Each experience was personalized and shareable.
Results
The campaign garnered widespread press coverage in Adweek, Ad Age, Creative Review, and Shots. The project received 3 FWA awards and 1 Lovie Award.
