︎︎ During the 2023 Women's World Cup, NIKE launched the Phantom Luna football boots, which were inspired by female players for the first time. To let consumer better feel the innovative design of the shoes and get a chance to experience the daily training routine of professional football players.

︎ NIKE
︎ NIKE House of Innovation Shanghai 001
︎ Jul. 2023

︎Studio NOWHERE
︎Art Direction / Design

We applaud NIKE for their dedication to women's football with the launch of Phantom Luna. On NIKE HOI 001 Center Court, a stunning football field combines seamlessly with digital interaction through the floor screen. Surrounding the field are 15 LED panels, offering three training modes of increasing difficulty.

As consumers step into Center Court, they can kick off the football game by donning the jersey worn by the Women's National Team and switching into the Phantom Luna shoes. After registering on the iPad, they can capture a video in the photo booth to commemorate their debut on the turf. We have designed three modes with unique winning titles, enabling consumers to enhance their agility, accuracy, and strength. And of course, user-generated content (UGC) is always ready to be shared.

Consumers can score points by kicking the ball onto the correct screen, which then triggers a coordinated sparkle animation on the LED screens, as well as on the floor and shaft screens in the store. We also tracks the real-time body motion of the player and syncs it with dazzling particle visual effects on the shaft screen during the experience.

After users complete their experience, they can download their personalized video through the WeChat mini program. Additionally, their scores will be synchronized and displayed on the leaderboard in the House of Innovation.