Ugokidase Tokyo
Award: Graphite Pencil
Graphite Pencil / Branding / Brand Experience & Environments / 2013
In 2012, Nike+ launched its most innovative digital products to date. And we wanted Japanese consumers to experience them all before they came to market. To reach our audience, we took inspiration from a Japanese obsession – gaming. In central Tokyo, we created a pop-up arcade at the Ugokidase station for the everyday athlete, open throughout the 2012 Olympic Games. Players could compete with friends in five new sporting challenges, each powered by Nike+. Their results fed live into global leader boards, testing performance like never before.
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