Reactland Dubai
View the case- Brand
- Nike
- Year
- 2019
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- Installation
- Agency
- UNIT9
Objective
Nike wanted Dubai shoppers to feel the React foam's cushioning for themselves rather than take a pitch about it, and needed the Epic React Flyknit 2.0 launch to generate word of mouth with a clear route from playing to buying.
Solution
A shopper laces up the Epic React Flyknit 2.0, steps up for a quick face scan against a green screen, and steps onto a treadmill facing a big screen. Running at their own pace drives an on-screen avatar of themselves through a side-scrolling world built from Dubai landmarks and other city monuments, jumping obstacles and scaling buildings as they go. When the run ends, the player walks away with a printed t-shirt of their avatar and can buy the shoes on the spot.
- 1
The player, trying on the new Nike Epic React Flyknit 2.0 in-store, stands before a green screen where the crew photographs their face to build a game avatar that looks like them.
- 2
The player steps onto a treadmill facing a large screen where the avatar waits at the start of a side-scrolling level; running on the treadmill drives the avatar forward through the world in real time, in the style of a modern Super Mario Brothers.
- 3
The avatar runs through a Dubai-styled cityscape, with the player timing jumps over gaps and hazards and sending the avatar climbing up buildings as the level scrolls past.
- 4
The route strings together landmark set-pieces — the Burj Khalifa, the Pyramids of Giza, the Statue of Liberty — and varied terrain between them, from clouds and forests to moving train tops and slate rooftops.
- 5
On-screen callouts highlight the React shoe's features as the player runs, linking what the shoes do underfoot to what the avatar does on screen.
- 6
A session ends with the player's avatar printed onto a t-shirt to take home, and the option to buy the same shoes just tested straight from the store.
