LAUNCH OF HYPERADAPT 1.0 :
An immersive personalised VR experience in the heart of NikeTown, London.
The HyperAdapt 1.0 is a self-lacing shoe that features our Electro Adaptive Reactive Lacing (E.A.R.L) technology. How does this technology work? Using sensors located in the footbed, the HyperAdapt reacts when you put the shoe on, adjusting to fit at a comfortable level around your foot.
OMM Agency London - Nike I Senior designer I Retail experience I VR
Exclusive to NikeTown, London and living in the SNKR Cube consumers were able to select a time slot in advance via the Nike App. As they arrived in store consumers would check in via an iPad. A concierge would then take you up to the cube via a branded lift to begin your experience.
PERSONAL VR EXPERIENCE
Upon entering the space consumers would take a seat in their allocated booth chosen by the Nike App. Consumers would then be fitted with an Oculus Rift VR headset and immersion would commence. Each participant was welcomed by name and transported to Tinker's creative studio in Portland where you would meet the man himself who would talk you through the inspirations and work involved in designing Nike's new HyperAdapt 1.0 sneaker.