This year Nike+ launched its most innovative digital products to date, adding Nike+ FuelBand, Nike+ Training and Nike+ Basketball to the original Nike+ Running.
Our brief was to get Japanese consumers to experience them all before they came to market.
To reach our audience, we took inspiration from a national obsession – gaming.
In central Tokyo, opposite Harajuku Station, we created a pop-up arcade for the everyday athlete, which was open for free throughout the 2012 Olympics.
One of the installations was a game of human ‘Pong’ on a purpose-built LED court. Infrared sensors capture your position. Nike+ FuelBand tracks your movement. Custom NikeFuel readers register the final score.
Thousands of players came to UGOKDISE during the two weeks it was open, playing for an average of 18 minutes on site and running around Harajuku with Nike+ for an average of 48 minutes.
The global competition helped open up a completely new, younger audience for Nike+, with a record 4.2 million new users joining the community in just two weeks.