A Nike Air shoe hovers above a levitating platform in-store. The installation makes “Air” physical. The shoe looks suspended, and the display behaves like it is defying gravity.
The idea. Bringing “Air” to life
This digital installation for Nike, by +Castro and BBDO Argentina, turns the Nike Air story into something you can experience in a store. A levitating shoe platform suspends the new range of Nike Air shoes and makes the benefit feel real, not claimed.
How it works. Blow to race
The twist is that the experience is not limited to the store. If you are in-store, or even online at The Nike Air Show, you get to race the Nike Air shoes live by blowing into a microphone. The installation reads the volume of air you blow and translates it into power for your Nike Air Race.
Why it works. In-store plus online, one mechanic
The activation keeps the interaction simple and intuitive. Air in. Speed out. It also connects two environments that are usually separate. A physical point of sale moment and an online experience. With one shared mechanic.
A few fast answers before you act
What is the Nike Air digital installation?
A levitating shoe platform in-store that suspends Nike Air shoes and turns the “Air” benefit into a physical experience.
What is the interactive element?
A microphone-based mechanic where people blow air to generate power for a live Nike Air Race.
Where does the race happen?
In-store, and also online at The Nike Air Show.
Who is behind the work?
+Castro and BBDO Argentina.
What is the transferable pattern?
Make the product benefit tangible, then use one simple input to connect the in-store moment to a parallel online experience.