Summary 

From November 5th to December 9th, 2020, Nike organized a "上马接力赛" event with the theme of the 2020 Shanghai International Marathon in the NIKE Huaihai Store and Shanghai Marathon Expo. Wonderlabs is very honored to be invited to design and produce this interactive experience.
 
The annual Shanghai International Marathon starts on November 29th. With sports becoming the mainstream lifestyle, marathons have become an important channel for people to experience the charm of cities. However, in this special year, the Shanghai International Marathon has significantly reduced its scale, which has prevented many runners from participating in the event.
 
In this season of Shanghai runners, in order to allow runners who have missed the opportunity to participate in the Shanghai International Marathon, the NIKE Huaihai Store invites every runner to participate in the interaction of the "上马接力赛" in a fun way.
 
In this design, we paid great attention to the user interactive experience, from user’s feeling on the treadmill, the interaction between the user and the treadmill, and the interaction between different users, so that the runners can experience the unique streetscape of Shanghai via the interactive game on the treadmill. At the same time, they can better experience the foot feel brought by shoes.
 
At the same time, in order to restore the experience of the Shanghai Marathon as much as possible for the runners, Wonderlabs cooperated with SHVFS (Shanghai University Vancouver Film School) to create a 3D virtual street scene of the Shanghai Marathon route.
 
With mature technology and rich experience, Wonderlabs provided hardware technology, quality control, and character animation design and UI interface support from technology & design to quality. With the young creativity of SHVFS students in model making, the track of 2020 Shanghai International Marathon is restored and the boring treadmill becomes full of fun.

For the brand and us, the "上马接力赛 " is a new breakthrough. Compared with traditional running, the interactive running game on 上马接力赛 links the brand, sports and international events, creating a stronger interactive entertainment and lower entry barriers. It also provided a new way for more people to understand the brand and experience Nike’s running culture.
 
Client
NIKE