Creative Execution

• Implementation Content capture of Kyrie was done during his visit to Taiwan, and a complex combination of technologies was leveraged for an elevated interactive trialling experience, from motion sensors, laser detection, floor projection and lighting effects. The whole experience is synced with the consumer’s Nike+ membership account, documenting the results for each trial. • Timeline Launched on 2017/12/26 as a long-term retail service • Placement Key Nike retail store in Taipei, Taiwan

Kyrie 4 achieved a 54% sell-through rate within the first month. Over 40% of the participants became a Nike+ member to keep record of results.

• Data gathering Most shoppers decision making process is simply by: Style/Color > Price > Size. As retail doors are the last mile for purchase, our challenge was for consumers to better understand Nike basketball footwear innovations at in-store touchpoints. • Target Audience Mainly 14~25 year olds who play basketball on a regular basis. • Relevance to platform 'Nike Trial Zone' is a space in-store for consumers enabled by an assortment of digital technologies. • Approach As almost all ballers would also watch basketball games, they are most likely greatly influenced and drown by NBA star players. Kyrie Irving is one of the most popular basketball players in the NBA right now, with his unique dribbling style and fascinating crossover combinations. His unpredictable attack moves always keep his defenders guessing, so we created the ‘Nike Trial Zone’, where consumers can match up against Kyrie in an immersive environment.