#reactland

To bring forth the product features of Nike’s new “Epic React” model, the shoe brand partnered with Wieden + Kennedy to create a video game called “Reactland” which allows its consumers in China to try out the shoes.

Those interested in testing a pair would arrive at the designated venue which is decorated in neon lights, try on the newest model and snap a picture which would be transformed into a digitalised avatar for the game. Players would need to jog or run on a treadmill in front of a giant screen which showcases a pixelated version of themselves across different landscapes. To simply put it, it is a twist on the iconic Super Mario game.

This campaign is in line with Nike’s recent effort to gamify sports.