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‘How does Nike React feel?’: Microsite generates creative, personalised 3D video

Alongside a host of other innovative activations, Nike have launched a microsite that aims to visualise how light and responsive moving on a Nike React shoe can feel by letting you ‘build you React runner’.

The site opens by asking you to select how you think running on React feels, from options such as ‘as soft as pillows’, ‘as light as balloons’ and ‘as responsive as bouncy balls’. You then choose your running style, whether you’re a driven ‘serotonin seeker’, a free-livin’ ‘Sunday special’, form-expert ‘zen master’ or slightly sluggish ‘early bird’. You then choose your colourway, and a 3D running model is generated from your selection. The models are made up of the pillows, ballons, bouncy balls, or springs etc that you chose at step one.

Step 1: Choose a couple of textures
Step 1: Choose a couple of textures
Step 2: Choose your running cycle
Step 2: Choose your running cycle
Step 3: Choose a colourway
Step 3: Choose a colourway
Step 4: Check out your runner!
Step 4: Check out your runner!

You can then add your name, and choose to have a video sent to your inbox for social sharing. Unfortunately the video doesn’t come stamped with your own name, but dynamic text reflects the options you chose. In my case, it was “Nike react feels like balloons bouncing on space hoppers”.

Check out the site for yourself here: https://www.nike-react.com/