'Reactland' Expresses the "Bounce" of the Nike 'Epic React' Style
Laura McQuarrie — March 16, 2018 — Fashion
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In order to show what sets the new Nike Epic React model apart from other performance footwear designs, Wieden Kennedy Shanghai created the 'Reactland' experience for Nike.
Gym-goers were scanned and invited to step onto a treadmill, then see themselves transformed into a pixelated digital avatar on a large-scale screen before their eyes. As they physically moved their feet in the real world, those who took part in the Reactland experience got to see the avatar versions of themselves making impossible leaps and bounds like a heroic video game character. Throughout the journey, virtual runners were taken on a journey from forests to deserts.
To add intensity to the workout experience, participants were given a handheld controller to avoid obstacles coming at them during the side-scrolling sneaker adventure game.
Gym-goers were scanned and invited to step onto a treadmill, then see themselves transformed into a pixelated digital avatar on a large-scale screen before their eyes. As they physically moved their feet in the real world, those who took part in the Reactland experience got to see the avatar versions of themselves making impossible leaps and bounds like a heroic video game character. Throughout the journey, virtual runners were taken on a journey from forests to deserts.
To add intensity to the workout experience, participants were given a handheld controller to avoid obstacles coming at them during the side-scrolling sneaker adventure game.
Trend Themes
1. Interactive Fitness Experiences - Creating immersive and gamified fitness experiences, like Nike's 'Reactland', can engage and motivate gym-goers to push their limits.
2. Avatar-based Brand Experiences - Using technology to transform individuals into digital avatars can enhance brand engagement and create memorable experiences, as demonstrated by Nike's 'Reactland'.
3. Virtual Reality Fitness Gaming - Incorporating virtual reality and gaming elements into fitness activities, such as the side-scrolling sneaker adventure game in Reactland, brings a new level of excitement and entertainment to workouts.
Industry Implications
1. Sports Apparel - Sports apparel brands can explore incorporating interactive and gamified features, such as avatar transformations and virtual reality gaming, to create unique and captivating product experiences.
2. Fitness Equipment - Fitness equipment manufacturers can develop innovative products and technologies that integrate with virtual reality and gaming, providing users with immersive workout experiences like Reactland.
3. Advertising and Marketing - The advertising and marketing industry can leverage interactive and immersive experiences, like Nike's Reactland, to create impactful and memorable brand campaigns that resonate with consumers.
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