Spikes Asia

NIKE TRIAL ZONE

+ING INTERACTIVE, Taipei City / NIKE / 2018

Presentation Image
Demo Film
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Overview

Entries

Credits

Overview

Background

• Situation

Although Nike has managed to long retain its position as market leader in Taiwan's basketball shoes market, several competitors continue to follow closely behind, opening large flagship stores with exclusive in-store deals/events. Consumer now look for more than just to shop for products when visiting a retail store, only eye-catching contents and creative retail services would leave them with a memorable impression.

• Brief

Basketball players want a better way to test out shoe innovations before making a purchase to see if the model fulfills their performance needs.

• Objectives

The primary goal is to draw younger consumers to Nike’s retail store in order to understand and try out the brand’s footwear product benefits, ultimately translating into a purchase.

Description

The first ever and world’s only in-store trialing experience featuring Kyrie Irving, where consumers get to challenge the NBA All-Star player in an immersive environment. Motion sensors and floor projections enable the practice of authentic basketball drills and movements in order to test how the shoes actually feel. The journey ensures the perfect purchase for the consumers’ performance needs while exciting them with a unique experience.

Content capture of Kyrie was done during his visit to Taiwan, and a complex combination of technologies was leveraged for an elevated interactive trialing experience, from motion sensors, laser detection, floor projection and lighting effects. The whole experience is synced with the consumer’s Nike+ membership account, documenting the results for each trial.

Execution

• Implementation

Content capture of Kyrie was done during his visit to Taiwan, and a complex combination of technologies was leveraged for an elevated interactive trialling experience, from motion sensors, laser detection, floor projection and lighting effects. The whole experience is synced with the consumer’s Nike+ membership account, documenting the results for each trial.

• Timeline

Launched on 2017/12/26 as a long-term retail service

• Placement

Key Nike retail store in Taipei, Taiwan

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