Design studio FIELD have collaborated with Nike to create an immersive audio visual running experience

London based studio, FIELDhave collaborated with Nike for their latest audio-visual installation. The project, labelled Force of Nature incorporates an interactive treadmill fitted with custom sensors, that gives users a heightened sensation whilst running.

“We took that core idea and turned it into an interactive experience where your running speed is controlling what is happening in the visuals, so it reacts to your body movement, posture, your balance and your running speed,” says FIELD's co-founder and creative director, Marcus Wendt. “The software turns all the data into a massive physical simulation that creates a moment that’s personal and sticks with you.”

By amplifying the exhilarating feeling of running, the software caters to the individual. For Nike and FIELD, this installation is more than just a product experience; it is a personal form of empowerment: “It’s kind of like an ecstatic rush,” continues Wendt.  “We don’t usually talk a lot about running because it’s so fundamental to each one of us, but to actually experience that moment where you feel really powerful and energetic, that’s the core feeling that we emphasised.” Having launched the concept for the Nike Innovation Summit at the Old Truman Brewery, FIELD now hope to expand the project to flagship stores worldwide.

This is not the first time we've seen Nike and other sports brands using creativity and (more so) interactivity as a tool to entice consumers. Nike’s House of Mamba campaign last year again employed visual aids to give users an immersive unforgettable experience.