Nike - Joyride AR Stunt


The Joyride running shoe is a completely new concept for Nike. So, how do we bring this new shoe tech, Joyride beads, to life in an engaging and unexpected way for this new audience of reluctant runners as a build up to launch day?

We created a giant Nike Joyride bead, and put it in unexpected places across the city. This bead wasn’t just a giant Nike Joyride bead, it was also an AR experience trigger, where our reluctant runners could get a sneak peak at the new Joyride shoe and experience it from all angles.


  • Art Direction
  • Brand Strategy
  • Creative Direction
  • Integration Support
  • Localization
  • Outeractive