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Joyride Launch

ASTOUND assisted Nike in developing the creative strategy, design, and fabrication for the launch of a new running shoe.

Our job: Make running fun. Instead of focusing on the Joyride’s new technology, we created a happy new experience for runners who may not love running.

So we made the experience bright and welcoming and focused on tasty rewards for anyone who tried on the shoe: cookies, donuts, Dippin’ Dots. We even customized the treadmills to steer the experience more toward joy more than exercise. After the trials, out popped a ticket from the wall directing runners to a nearby store to redeem their prize.