Nike 'Joyride'

Client

Nike

Brief

Create an immersive playground within the Nike House Of Innovation, located at the Nike NYC Flagship store, that gives visitors a first-hand experience of the newest Nike product addition; Joyride Flyknit running trainers.

Approach

We set out to inspire hysterical laughter and fun with this project, whilst demonstrating the performance capabilities of Nike’s new range, the Joyride Flyknit; enter an industrialized Wonka-esque digital ball pit with high impact collaborative games inspired by childhood play and agility ladders for up to three simultaneous users.

Impact

The result was an unforgettable brand experience that was played by thousands of users in the Nike store, promoting sales of Joyride shoes. The social output meant user’s experiences were shared tenfold online, as well as the installation being featured in Creativity, The Drum and Little Black Book.

Credits

Client
Client: Nike Creative Director: Bryon Panaia, Benjamin Kaplan Inner Voices: Crystal Baklanov RXD, Executive Producer: Joshua Corey RXD Senior Operations Manager: Leticia Barajas

Client: Nike Creative Director: Bryon Panaia, Benjamin Kaplan Inner Voices: Crystal Baklanov RXD, Executive Producer: Joshua Corey RXD Senior Operations Manager: Leticia Barajas

Emerging Tech
Emerging Tech: The Mill Executive Creative Director: Rama Allen Art Director / Creative Lead: Joyce Ho Head of Creative Technology: Jimmy Gass Developers: Sands Fish, Yash Kapani, Jeff Wang, Kim Kohler, Richard Lapham, Fabio Piparo Technical Artist / Creative Lead: Michael Dunkley Designer: Mikey Villegas, Pedro Piccini, Eddie Song, Sabri Akin, Daveion Thompson, Thomas Heckel, Ben Weaver, Anastasia Kharchenko Technical Artist: Xuan Seifert, Ren Hsien-Hsu, Nick Couret Production Supervisor: Katie Kolombatovich Executive Producer: Desi Gonzalez Engineering: Michael Goodman, Paul Como Production Coordinator: Taylor Smith Intern: Lukas Herman

Emerging Tech: The Mill Executive Creative Director: Rama Allen Art Director / Creative Lead: Joyce Ho Head of Creative Technology: Jimmy Gass Developers: Sands Fish, Yash Kapani, Jeff Wang, Kim Kohler, Richard Lapham, Fabio Piparo Technical Artist / Creative Lead: Michael Dunkley Designer: Mikey Villegas, Pedro Piccini, Eddie Song, Sabri Akin, Daveion Thompson, Thomas Heckel, Ben Weaver, Anastasia Kharchenko Technical Artist: Xuan Seifert, Ren Hsien-Hsu, Nick Couret Production Supervisor: Katie Kolombatovich Executive Producer: Desi Gonzalez Engineering: Michael Goodman, Paul Como Production Coordinator: Taylor Smith Intern: Lukas Herman

Technical Production
Installation Fabrication: Deep Local Audio: Antfood App Development App Development: Reconstrukt Hardware: TCI

Installation Fabrication: Deep Local Audio: Antfood App Development App Development: Reconstrukt Hardware: TCI