In their shoes
Location
Australia
Agency
2019
Year
R/GA
An immersive in-store experience enabling customers to relive iconic footwork moves of basketball legends while trying on the newest shoes.
PROBLEM/
Nike's basketball sales were declining in Footlocker stores. The in-store experience had become outdated and wasn't driving purchases in an increasingly competitive retail environment.
INSIGHT/
Our research identified three distinct basketball customer mindsets driving purchase decisions. 'The MVP' wanted to improve technique, 'The Hall of Fame' sought nostalgic moments, and 'The Court Sider' craved exclusive experiences.
Traditional shoe try-ons addressed none of these emotional drivers. It was clinical and awkward shuffling around a store, why couldn't it be a better experience?. We discovered 61% of consumers said they would be more likely to buy from a brand that uses immersive technology, 47% agreed it made them feel connected with products.
So what if we reimagined trying on shoes?
This game ends at the basket but every player knows that greatness begins with the connection of the soul of the shoe on the court. Footwork is everything.
We created a interactive floor where customers could perform historic footwork moments from basketball legends while testing Nike shoes.
This experience brought them closer to their heroes and the sport while creating a deeper connection to the brand.
We motion-captured moves from LeBron, Jordan and other icons, translating the into footsteps customers could follow.
The experience was gamified, tracking accuracy and scoring performance, while serving all three mindsets: skill improvement for MVPs, nostalgic moments fo Hall of Famers and exclusive experiences for Court Siders.
RESULTS/
Famous Footwork proved that immersive retail experiences could transform product trial into brand storytelling.
The pilot validated our hypothesis: when customers could embody their basketball heroes, shoe try-ons became emotional experiences. This prototype laid the groundwork for Nike's broader retail innovation strategy.
"This is more than a refresh. This is a new offense. A focused play that will raise the bar on what every customer expects from a sports retail experience.
Nike
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