Nike

Conceptualised to fuse the commonplace visual cues of NYC streets such as traffic barriers, road markings, building scaffolding, and newstands in which New Yorkers see every day with the feeling and energy of FAST.
An interactive digital trial experience in collaboration with Uncanny Valley Studio enabled runners to 'find their fast’ selecting from preferences that changed the scenography and pace of the game whilst they collected tokens on route.
A hyperlocal graphics pack in collaboration with Phillip Windly Kim saw a NYC ‘newstand’ take over the centre of the arena with a fresh take for custom Nike By You running singlets and merch, exclusive to NYC in time for the NYC marathon. Live customisation activated the newstand daily, whilst customers were also able to purchase gifting product such as mugs, stickers, pins, and skatedecks.