Nike sought to introduce the Nike+ FuelBand and a suite of new connected products to the Japanese market, but we faced two key challenges: the products were difficult to understand without hands-on experience, and Tokyo’s summer heat made it impractical for shoppers to try out sports products outdoors.

We found our solution in a cultural insight: the Japanese love for arcades and gaming.

Opposite Harajuku station, in the heartland of Tokyo’s young shopping district, we worked with Nike and Rhizomatiks to create a multi-story, air conditioned arcade with five commissioned games powered by Nike+ products and human movement.

Our centrepiece was NikeFuel Rally, a motion-sensored LED floor where players became the ‘paddles’ in a frantic game of ‘Human Pong’. This innovative, immersive experience not only provided a fun way to engage with the products but also created a memorable and interactive environment that resonated with the local culture.