BRAND
PROJECT
DETAIL
NIKE
JOYRIDE
TESTING LAB
Nike Joyride is a cushioning technology that uses tiny beads for impact absorbption and energy return. This innovation platform was unlike anything Nike had ever created before and for the goal was introduce it in a way that expressed the joy these shoes create when running in them.
For the launch at House of Innovation NYC/000, we created an immersive experience that gave everyone the feeling they had just walked into the lab where Joyride was created. Athletes* were able to explore the process of design that led to the creation of this incredible innovation, explore playful storytelling and trial the shoes while competing against friends in a gamified trial experience.
BRAND
PROJECT
NIKE
JOYRIDE
TESTING LAB
DESCRIPTION
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JOYRIDE STORYTELLING
Joyride was a completely new innovation, unlike anything that had ever been seen before. To help people understand the incredible nature of the product we went BIG on creating Joyride storytelling that gave the bead innovation an approachable charm.
JOYRIDE TRIALING
An immersive trialing experience was created at the the center of the atrium space, directly under B.E.T.H the Bead Energy Transfer Hub. A series of interactive and competetive games were designed to give people the chance tp experience the unique sensation of what it feels like to work up a sweat in the Joyride shoes.
B.E.T.H
B.E.T.H stands for Bead Energy Transfer Hub. This unit uses a top secret Nike technology to infuse Joyride cushioning beads with energy that gives them the incredible reactive spring that makes them so comfortable. We brought this unit into the store so that people could see this incredible process of innovation up close.
BRAND
TEAM
TITLE
NAME
NIKE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
BRYON PANAIA
BRAND
NIKE
TEAM
TITLE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
NAME