Branded entertainment has come full circle in North America. From the days of the ‘soap’ operas to modern day where screens are omnipresent, brands are moving their focus from passive viewership to active participation in order to foster a richer interaction with their user. We are in the midst of a sea change where the individual is becoming a beacon of brand communication. The very nature of communication itself is taking on a broader definition and creating an experience beyond the traditional impression.

Driven by the fiber optic brain center and next-in-class digital enhancement, the aim was to elevate the retail experience. Selected to be visible from the street, the rich visuals and interactivity of Nike VJ was ideally placed to entice passersby into the store. Once inside, iconic music and visuals permeate the senses and let the consumer know they’ve entered a media rich, future-forward shopping experience. The installation was designed to keep the product hero by always keeping it in the consumers’ hands.

As one blogger put it, “Nike teams up for a collaboration that allows fans to take a crack at being James Jean. The Nike Shoe VJ Experience is the first of its kind – and customers can use Nike shoes custom-built with gaming controller technology to design art and sound courtesy of Jean, Choe, and Cut Chemist. The innovative display is part of Toronto retailer Sportchek’s retail lab – a concept store where brands can test consumer engagement with new retail technologies.”