Philippine runners race against themselves in BBH-created stadium for Nike campaign
BBH Asia Pacific has created a 200m running track, shaped as the sole of a running shoe, as part of Nike’s Unlimited campaign.
The track, dubbed the Unlimited Stadium, takes up a block in the heart of Manila’s business district and features LED screens which allows runners to pit their sprinting abilities against avatars of themselves.
After setting their pace in the first lap, a full size avatar of themselves appears on the screens.
Runners are encouraged to keep beating their avatar, which in turn responds to their performance, the agency said.
“We wanted to create an experience that had been never done before and something that people would talk about,” BBH business director Sid Tuli said.
“The spirit of Nike as a brand is all about pushing yourself and with this you are literally racing against yourself and trying to better yourself and you get tangible live input while you are doing it.”
The track, which can accommodate up to 30-runners at a time, is shaped as a sole print of the Nike Lunar Epic footwear.
Credits:
Executive Creative Director: Scott Mcclelland
Managing Partner: David Webster
Creative Director: Aste Gutierrez
Business Director: Sid Tuli
Producer: Samantha Dalton
Operations Director: Lesley Chelvan
Producer: Philip Dabrowski
Creative Technologist: Zac Ong
Art Director: Matteo Catanese
Account Manager: Cheryl Cheong
Studio Manager: Eddie Jackson
Studio Artist: Siew Wan Kew
Build and Production: Jack Morton Worldwide
Creative Technology: Party New York
Technical Production: Birdman Tokyo
Sound Effects: WONDROUS inc.
Its real work so points for that straight away. The idea of racing against yourself is a well trodden one tbh….seen it for cars and seen it for nike itself years ago…and I really dont see what shaping the track like the shoe has to do with it….unless youre riding in a helicopter.
Oh hang on….is that sole shape meant to represent infinity…as in “Unlimited” Stadium….its about 60% like the infinity symbol so not quite there yet…lol.
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