Nike wanted to transform the fitting room experience and change the criteria of what it means to find the perfect fit. So we created two in-store activations that empower shoppers to choose Nike products based on how they make them feel, both inside and out.

Feel Your Fit is an interactive smart mirror inside fitting rooms at NikeTown London and the Nike House of Innovation in Paris. The mirror guides customers through breathing and movement exercises, encouraging them to test and explore the sensations of their fit. In a true two-way dialogue, customers give feedback on how they feel and receive a personalized size recommendation. Once they’re confident and comfortable with their fit, they can explore other Nike product ranges and capture a #feelyourall selfie.

The Art of Movement is an immersive trial experience studio on the ground floor of NikeTown London that allows shoppers to explore and discover Nike shoes through two guided audio workout routines — one focused on speed and explosiveness, the other on power and strength. The immersive trial experiences capture their body movement in real-time, influencing the visuals and the sound in the room, allowing them to create their own unique artwork.