Nike’s Holographic Training Experience Woos The Press
For basketball fans who have always wondered what it would be like to shoot hoops with their favorite players, Nike’s Air Jordan Flight Lab was a (virtual) dream come true. The retail experience was unveiled in celebration of the 2014 NBA All-Star Weekend in New Orleans, where the brand took over a Footaction store
Press events held in the space throughout the weekend included highlight appearances from Jordan Brand athletes, cultural leaders and even His Airness himself, but the real action was found inside the lab. Offering a first-of-its-kind experience, the brand used holographic technology to bring NBA stars to life.
The holographic training experience, which served as the lab’s primary engagement, allowed consumers to learn signature moves from hyper-realistic holographic athletes including Carmelo Anthony, Chris Paul and Blake Griffin (who also made a real-live surprise appearance in the training), and then attempt to mimic the maneuvers. Consumers were also invited to create their own model of shoes like the Air Jordan 1, XX8 SE and CP3.VII with the assistance of the brand’s design team and then digitally post them to a large display on the opposite side of the room.
The All-Star weekend activation ultimately racked up 1,500 visitors. The real slam-dunk, however, was made via the brand’s Twitter, Instagram and Facebook channels where more than 100 million hits (a combination of impressions and engagements) were earned. Swoosh.