BITE Insight

Nike Unlimited motivates athletes to push their limits, wherever they are in the world. So Nike, with agency Rosie Lee, brought that purpose to life in Shanghai. Over the course of two weeks, Unlimited Zones were created at over 60 locations around the city, specifically targeting a variety of Nike disciplines such as Basketball and Running. For participants of the Nike + Training Club, there were high intensity workouts on rooftops, while players from the Shanghai Sharks basketball team played with, and coached, fans.  

On launch night, Rosie Lee and Nike created large scale visual installations, which included lighting up Pudong’s skyline in the campaign colours, as well as designing a convoy of branded Nike trucks, led by a Lamborghini. Over the course of the evening, the convoy, including trucks designed to look like SWAT vans, crossed the city, bringing Nike sports to the people. Some of the vehicles acted as portable training studios, while others delivered seamless retail experiences, which offered product customisation.

To demonstrate their expertise in the fields of sport and fitness, and engage customers with the digital and data side of the brand, Nike built the Nike Digital Sports Lab. A bespoke app and data visualisation API were designed to allow visitors to better understand their performance potential, whatever their ability. Fans could take part in athlete level fitness tests measuring their gait, body composition, reflexes and VO2 max. The bespoke software aggregated the results and presented individual’s scores through a personalised browser page or over WeChat, creating a further level of engagement with the brand.

Both the events space and the digital interface were designed in tandem to produce a seamless, cohesive and memorable experience for visitors. Nike fans were transformed into sports stars. The Unlimited takeover cemented the brand’s core mission statement that, “If you have a body, you are an athlete”.