Nike have set up a massive, multiplayer gaming installation in the middle of LA that highlights the features of their React range.
Players are invited to strap on their Nike Reacts, step on the treadmill and run a personalised avatar through a virtual obstacle course.
The system uses motion-tracking software, treadmills, harnesses and realtime 3D
rendering to move players through a 400m course littered with obstacles and bonuses, challenging them to collect points by jumping and moving side to side.
The games were broadcast in realtime to giant digital billboards, attracting over 4.4m TV impressions with help from Jimmy Kimmel and SportsCenter, 1.5m OOH impressions, and 25.6m digital impressions via an associated AR Snapchat game.
Participants received a personalised video at the end of their experience to share on their social networks.