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Brief Published: 18 May 2012

Nike’s Twistable Building


US sports giant Nike rarely goes for the subtle option. And its latest surreal marketing campaign, combining interactive projection mapping technology and public architecture, is no exception.

In a one-day advertising experiment to launch its new, highly flexible Nike Free running shoes, unsuspecting members of the public in Yakohama, Japan were confronted with a single shoe, sat atop a waist-height podium. Squeezing, folding and generally contorting the shoe appeared to reshape the appearance of a neighbouring building. 

The campaign was conceived in collaboration with the Tokyo division of American advertising agency Wieden + Kennedy.

For a deeper exploration into how digital technology is being integrated into the architectural landscape, see Stylus’ Events report: Media Facades.