Nike is known for making the shoe try-on process a fun-filled ride. Last year in Shanghai, it debuted “Reactland,” a video game consumers played while running on a treadmill in Nike kicks. And now, at the brand’s New York House of Innovation flagship, it’s opened an interactive playground where customers can jump, dash and bounce around while trying out the new Joyride running shoe.
Nike’s North American retail experience design team collaborated with agency Deep Local, global production studio The Mill and TCI to create the installation, which consists of three different games played on an interactive digital floor. Users check in to the experience and are outfitted with a pair of Joyrides, which they wear throughout the playful trials.
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