Nike wanted to introduce the Nike+ FuelBand and a bunch of new connected products to the Japanese market.

We had two challenges: the products could be hard to understand without trying them out; and summer in Tokyo is boiling hot - shoppers don’t want to trial sports products outdoors.

We found our solution in a cultural insight: the Japanese love for arcades and gaming.

Opposite Harajuku station, in the heartland of Tokyo’s young shopping district, we worked with Nike and Rhizomatiks to create a multi-story, air conditioned arcade with five commissioned games powered by Nike+ products and human movement.

Our centrepiece was NikeFuel Rally, a motion-sensored LED floor where players became the ‘paddles’ in a frantic game of ‘Human Pong’. 

Credits

Agency: AKQA

Creative Director: Masaya Nakade

Senior Copywriter: Guy Bingley

Art Director: Nick Bastian

Senior Designer: Neil Gurr

Technical Partner: Rhizomatiks

Wrap Film Production: amana

Teaser Film Direction: Eiji Tanigawa

Teaser Film Production: TOKYO