NIKE MOBILE TRUCK

Innovative Running Experience

The Nike Mobile Truck, designed by XEX / XCEED, is a unique and immersive installation that aims to create an innovative running experience for users. The campaign is centered around the core message 'Let the Run Tell You Why', encouraging runners to find meaning in their journey. The installation is housed inside a mobile truck, which stops at different targeted running spots for shoe trials.

The installation features an infinite LED mirror system on both sides, creating an internal reflection that extends the depth of space. The sequenced light program adds to the epic lead-in, setting the stage for an immersive experience. Three extended projection screens, connected to a hacked treadmill, create a truly interactive running experience. The screens display 3D gaming environments that simulate Hong Kong's famous marathon runways in futuristic abstractions. The generative visual algorithm in the user interface design is inspired by Nike's Flyknit innovative knitting technology.

The installation was set up inside a 6-meter-long mobile truck, with the infinity LED mirror system on both sides. The interactive treadmill was hacked using an Arduino micro-controller and connected to a 3D game engine to adjust the speed and incline level. Three running tracks, modeled after the marathon runways of Hong Kong, were built on a Unity3D game engine. These tracks, synchronized with ambient light, create an immersive experience for the runners.

The Nike Mobile Truck allows users to step inside and go through the infinite and interactive lighting effect. They can then choose a running track out of three different levels and difficulties. After completing their run, users are encouraged to write down the reason why they run. They can then share their running experience on social media platforms, inspiring others to find their own reasons for running. Users also receive a printed image with a QR code, allowing them to view their running video and share it on social media.

The project started in December 2013 and finished in January 2014 in Hong Kong. The campaign dropped by 23 running hotspots around Hong Kong and also appeared in Nike's Sport Day, drawing celebrities, media, and press coverage. The photos and videos of 'I Run For' in the installation were widely spread through Facebook and Instagram, allowing users to share their reasons for running and inspire others.

The Nike Mobile Truck was awarded the Silver A' Design Award in 2015 in the Interface, Interaction, and User Experience Design category. This prestigious award recognizes the design's outstanding expertise, innovation, and artistic skill. The installation showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.

Image Credits:

Image #1: Chris Cheung, Nike Mobile Truck Interior, 2013.

Image #2: Chris Cheung, Nike Mobile Truck Digital Interface, 2013.

Image #3: Chris Cheung, Nike Mobile Truck Interactive Experience, 2013.

Image #4: Kwan Kai Yin, Let The Run Tell You Why, 2013.

Image #5: Kwan Kai Yin, Nike Mobile Truck 3D Game Design, 2013.