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Nike 720 Air Store
Nike wanted to ensure customers had the best possible retail experience when buying the Nike Air Max 720 directly from Nike. So R/GA created the 720 Air Store—a mobile AR experience that brought the store to sneakerheads. From the comfort of their smartphones, invitees were immersed in a virtual shop where they could unlock Air Credits by purchasing the 720, then exchange the virtual currency for limited-edition collectibles. A virtual shopkeeper—designer Mini Swoosh, rapper Dave, DJ Peggy Gou, or footballer Raheem Sterling—presented the ultra-exclusive merchandise. R/GA built the store’s 360-degree environments using device-native WebGL functionality that works in all modern mobile browsers and doesn’t require an additional app install. They combined pre-rendered environments and textures with live-rendered models to produce a premium visual experience while reducing overhead. The virtual shopkeepers were modeled, rigged, and animated by hand, with Mixamo animations as a reference, to ensure smooth and natural performance. Rapid front-end development leveraged serverless technology, encryption functionality, and global CDNs on Google Cloud. The Nike 720 Air Store gave sneakerheads the perfect reason to buy directly from Nike. R/GA successfully tapped into the bragging rights and hype they crave, delivering a retail experience they couldn’t get anywhere else. Over 94,000 Air Stores were opened and 1.8 million Air Credits were spent. All collectibles sold out within an hour of the store’s opening, with 6,000 visitors entering the store within the first hour alone. 28% of all UK sales of the 720 were direct through Nike.
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