Nike – Joyride

Brief Create an immersive playground within the Nike House Of Innovation, located at the Nike NYC Flagship store, that gives…
Nike "Joyride"
Case Study

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
Credits

Brand
Brand Name: 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

Installation Fabrication
Installation Fabrication: Deep Local

Audio
Audio: Antfood
App Development
App Development: Reconstrukt

Hardware
Hardware: TCI

Speak to Us About Our Work