BBH creates epic footprint for Nike by taking over an entire city block in Manila for a virtual race

Hero Shot Avatars.jpgBBH Asia Pacific has launched Nike's Unlimited Stadium, a giant reimagined running track taking over a whole city block in the centre of BGC, Manila's business district and running hub.

The Unlimited Stadium is shaped as a 100-metre sole print of the Nike Lunar Epic - a newly launched Nike Running footwear innovation.

BBH conceptualised the stadium from strategy and creative concept to the stadium architecture and overall user experience.
Runner vs. Avatar - Grace.jpgRunner vs. Avatar - Rio2.jpgFusing the virtual and physical worlds, the stadium features a 200-metre running track lined with LED screens, where up to 30 runners at a time are invited to engage in a virtual race against avatars of themselves.

After setting their pace in the first lap, a full size avatar (or ghost runner) of themselves appears on the screens. Through a series of challenges centred around time and distance, runners are encouraged to keep beating their avatar, who in turn responds to their performance, pushing them beyond their limits.

Launched last week, the experience will also track the total distance all runners complete over 17 days.

The Unlimited Stadium launch is part of Nike's Unlimited campaign, celebrating the spirit of breaking limits.

Credits -   Executive Creative Director: Scott Mcclelland. Managing Partner: David Webster. Creative Director: Aste Gutierrez. Business Director: Sid Tuli. Producer: Samantha Dalton. Operations Director: Lesley Chelvan. Producer: Philip Dabrowski. Creative Technologist: Zac Ong. Art Director: Matteo Catanese. Account. Manager: Cheryl Cheong. Studio Manager: Eddie Jackson. Studio Artist: Siew Wan Kew. Build and Production: Jack Morton Worldwide. Creative Technology: Party New York. Technical Production: Birdman Tokyo. Sound Effects: WONDROUS inc.

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2 Comments

Cool said:

Nice work BBH.

Well said:

Its real work so points for that straight away. The idea of racing against yourself is a well trodden one tbh….seen it for cars and seen it for nike itself years ago…and I really dont see what shaping the track like the shoe has to do with it….consumers will never see it from that angle unless they're riding in a helicopter.

Oh hang on….is that sole shape meant to represent infinity…as in “Unlimited” Stadium….its about 60% like the infinity symbol so not quite there yet…lol.

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