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ReactLand: 8-bit treadmill races with Nike

Shoe shoppers in China have been treated to an interactive, 8-bit side-scrolling racer to highlight the advantages of Nike’s Epic React shoe models.

Shoppers first have their photo taken on a tablet, which transforms their likeness into an 8-bit digital avatar, which performs as their in-game character. They then don the shoes and jump aboard a treadmill, all enclosed in an impressive 360° LED room (almost 360° — there’s a walkway through the middle). Much like Mario World, they then jog through a variety of brightly coloured environments and use a jump trigger to leap over obstacles and collect points.