NIKE JOYRIDE

To showcase the playful and comfortable Nike Joyride, we transformed the Nike Beacon store on Huaihai Road (Shanghai) into a vibrant mini amusement park. To reflect the shoe’s cushioning, bounce, and distinctive design, we introduced an interactive “whack-a-mole” style game. Shoppers laced up Nike Joyride sneakers and dashed around illuminated tiles, stepping on them to score points. Each step triggered a dome that launched a cascade of balls, with more balls released as players earned higher scores. When time ran out, the installation rewarded players with physical tokens, which could be inserted into a towering rolling-ball sculpture resembling a giant gumball machine. The tokens unlocked exclusive gifts, creating a fun and memorable retail experience.