In order to show what sets the new Nike Epic React model apart from other performance footwear designs, Wieden Kennedy Shanghai created the 'Reactland' experience for Nike.
Gym-goers were scanned and invited to step onto a treadmill, then see themselves transformed into a pixelated digital avatar on a large-scale screen before their eyes. As they physically moved their feet in the real world, those who took part in the Reactland experience got to see the avatar versions of themselves making impossible leaps and bounds like a heroic video game character. Throughout the journey, virtual runners were taken on a journey from forests to deserts.
To add intensity to the workout experience, participants were given a handheld controller to avoid obstacles coming at them during the side-scrolling sneaker adventure game.