Nike's latest fusion of technology and product marketing is centered around one of its latest running models, the Epic React Flyknit. The Swoosh has teamed up with long-time marketing partner Wieden + Kennedy Shanghai to create a unique wear test experience that puts the wearer right into their own video game.
According to Adweek, the experience is available exclusively at Nike store installations in Shanghai, Beijing, Guangzhou and Chengdu. Customers lace up a pair of the Epic React Flyknit and then their faces are scanned to be transported into "Reactland," which is a three-minute long virtual reality video game that each participant plays by running on a treadmill and operating a handheld controller. Their pixelated avatars run through various settings including panda-filled jungles, on top of a train, on the city streets, and even in the clouds. Runners can even share a 10-second clip of their gameplay on social media when they complete the game.
This is not the first time Nike has made an attempt at changing the way consumers purchase sneakers. Over the past year, it has also created augmented reality experiences for certain limited releases like the Staple x Nike SB Dunk Low "Black Pigeon" and more recently the "Tinker" Air Jordan 3.
Hopefully, these "Reactland" installations will make their way overseas to the American market in the near future. Take a look at some footage from the game in the video above.