With Nike taking over HuaiHai Road in February, Project X was an extraordinary project promoting its new coming series of products for Running and Basketball as part of a bigger campaign. With its strong presence in design and content, it attracted various consumers to participate in the experience.
The Basketball Hub “HOOPS ON HUAIHAI” was a secret court divided into two phases inviting Basketball fans for product trials and to challenge their basketball skills. Arriving inside the court, consumers were immediately stimulated by cool, energizing animations played around the whole court. Consumers quickly registered to score their best timing within different challenges to prove their time on a leader board. The two phases distinguished in the challenges and content, for both phases, Wonderlabs worked on the user flow programming and digital content.
The Running Hub was located on the popular area in front of Lane Crawford. With its unique shape and exterior animations, it attracted runners and passersby to donate their running miles to a charity foundation. As part of the NRC, Wonderlabs helped to link the Nike Running App and interior content to the screens inside the Hub, which was controllable by the coach to guide the runners through the journey.