The ultimate sneaker test drive.

Nike Joyride

Nike House Of Innovation · Experiential

An immersive retail experience

We teamed up with The Mill to collaborate on their immersive playground at the Nike NYC Flagship store, building custom guest check-in software, video capture, and social broadcast systems allowing visitors a first-hand experience of the newest Nike product addition: Joyride Flynit running trainers.

Check in, try on, start playing

Upon arriving at the Nike New York flagship store, visitors checked in through the tablet application, and were outfitted with a pair of Joyride shoes. When it was their turn to play, a text message ushered them to enter an immersive "Testing Facility" - a structure outfitted with a reactive floor that creates a playground for three games.

Running on the cloud

Throughout three immersive games that inspired running, hopping, jumping and bouncing, the players' experiences were captured on video and pushed to the cloud. This social output meant their experiences were shared tenfold online, a playful and scientific test drive of Nike's Joyride Flynit Running Shoe.


  • Social Strategy
  • Technical Strategy
  • Launch Strategy
  • UI Development
  • API Development
  • Custom App Development
  • Fullstack Development
  • Devops
  • Systems Integration
  • Technical Direction
  • Launch
  • Quality Assurance


The Mill