Summary

To embrace the sneaker culture in China, Nike Sport Wear Sneaker Slam was a great and fun 4 days event inviting all the Basketballers, Fans and Sneaker wearers to come together, unlock the stories of each shoe and celebrate the sneaker culture.

As the event was divided into different areas, the Big Bang was the space, where fans could explore and discover the Nike sneaker collections. The Big Bang showcased 35 sneakers including 10 heritage shoes with each telling a story and in the center, a special fabrication of the mother of the sneakers: A giant Air Force 1.

Wonderlabs created an installation with the centerpiece that invited visitors to form a full Nike Sneaker Slam sensation. The interactive experience consisted of two parts: visually, the NikeID projection mapping on the centerpiece and with it audibly, the music created by famous Japanese based DJ Hifana.

12 screens on the floor were indicating the interactive experience. Once a visitor steps on one of the screen, it triggered the NikeID projected on the Air Force 1 centerpiece to unveil a part that is being customized. At the same time, a music layer extracted from the Hifana track was going along with this experience. The more people stepping into this installation, the fuller the experience got.

After every 20 Minutes, the giant Air Force 1 became the canvas of the 10 heritage films edited along with the full Hifana track into one great show.

Client
Nike

Agency
AKQA Shanghai