To launch Nike's new Epic React running shoe we created a fully immersive running experience that took place over the course of two days, live at Microsoft Square in Los Angeles. In the Game of Go, players could create and become avatars within a virtual race where they had to react to a series of obstacles in a video game world. Three players raced against one another on giant, double-wide, treadmills that gave players a chance to run, jump, zig-zag, and sprint uphill in an exhilarating 400-meter race, all while demo'ing the not-yet-released Nike shoe. Some made it while others didn't and in the end, only one player per race came out victorious.
