Nike Joyride House of Recovery

Mark Vatsel

Nike Joyride: House of Recovery

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‘We’ve immersed you in a video that matches how the Joyrides actually feel – as if you are floating.’

Mark Vatsel, Creative Director, UNIT9

The background

Nike wanted to demonstrate that wearing its newest running shoe, the Nike Joyride, is like taking your feet on a literal joyride. So we built an installation that enhanced the experience of trying on the comfortable runners.

Nike Joyride House of Recovery
Nike Joyride House of Recovery

The execution

The House of Recovery in-store experience at NikeTown invited shoppers to create a personalized Joyride testimonial—a unique animated video of themselves posing in a pair of Joyride, surrounded by the signature beads contained within them. Each video demonstrated how comfortable the shoes are and let people express what wearing them feels like on their feet.

 

Nike Joyride House of Recovery
Nike Joyride House of Recovery
Nike Joyride House of Recovery
Nike Joyride House of Recovery

After they posed in the shoes, users could select the animated background—which were all inspired by the key benefits of the beads—that best represented how they felt going on a joyride. Finally, they could add a testimonial and fill in the blank explaining how wearing the shoes makes them feel: “Joyride is ____.” Their custom animated video was generated on the spot and they could share it on social media right away.

The timeline was tight, but we had the installation up and running in a matter of weeks. Our team adopted the qualities of the Joyride beads themselves: a group of people working hard behind the scenes so you don’t have to.

Nike Joyride House of Recovery
Nike Joyride House of Recovery

The results

The experiential installation immersed consumers within the world of the Nike Joyride running shoes and reminded them that wearing the shoes is like experiencing your own little joyride every time you put them on.

Nike Joyride House of Recovery

Our participants generated tons of social buzz for us by sharing their custom Joyride testimonials on Facebook, Twitter, and Instagram. The unique videos quickly conveyed all the features of these great running shoes: They absorb impact, offer personalized?cushioning, and provide adaptive support.

Nike Joyride House of Recovery

Credits