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Nike merges gaming with reality to launch Hypervenom football boot in Southeast Asia

Nike has merged the physical world of sport with gaming to launch the Nike Hypervenom football boot in Southeast Asia.

The campaign kicks off in a stadium in Bangkok, which has been fitted with motion detection and projection mapping technology, and 3D effects of wild animals that players must dodge.

Nike campaign

The idea is to dribble a real football and hit the targets that appear randomly. To stay in the game players must control the ball and avoid laser beams to progress to another level.  The game features Barcelona footballers Neymar, Adriano and Alexis in virtual form.

Miguel Andres–Clavera, digital innovation director at the agency behind the campaign, BBH Asia Pacific, said: “This is one of the most exciting innovations happening in the gaming and sporting arena. To merge the physical world of sport with gaming is a technical, logistical and creative feat. We wanted consumers to experience the most compelling engagement possible with the Nike Hypervenom boot.”

The campaign was co-produced by audiovisual firm Arstic Audiovisual solutions and FutureDeluxe, an online content company.

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