Project overview

After Nike launched the Nike+ FuelBand and a bunch of new connected products, they wanted to introduce them 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 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’.