Sport and spectacle

25 : 08 : 2016 Nike : United Visual Artists : Optimised Self

London – Nike has created an immersive workout experience designed to push participants beyond their physical and mental limits.

  • Unlimited You is a three-day fitness event that combines high-intensity fitness drills and running
  • London’s Old Truman Brewery was transformed into a series of dimly lit, multisensory training environments
Unlimited You by Nike, London Unlimited You by Nike, London
Unlimited You by Nike, London Unlimited You by Nike, London
Unlimited You by Nike, London Unlimited You by Nike, London
Unlimited You by Nike, London Unlimited You by Nike, London
Unlimited You by Nike, London Unlimited You by Nike, London

Experiential designers at Artisan, an offshoot of United Visual Artists, worked with Nike to challenge the typical notions of a workout space. The CGI films and lighting installations were created for different phases of the workout and respond to specially commissioned music by Alexis Taylor and Joe Goddard from electronica band Hot Chip.

‘Rather than directly influencing how the body responds, the light installation guides participants through their workout with instructions, and generates different landscapes and backdrops as they progress,’ explains Artisan.

Participants could choose to be put through their paces by boutique boxing studio KOBOX followed by a Nike Run Club session, dramatically set to a live performance by The Heritage Orchestra. Alternatively, the infamous Barry’s Bootcamp provided a treadmill workout alongside a Nike Training Club session, pushing the hardest of fitness fanatics to the extreme.

The Big Picture

With the rise of Social Wellness, consumers are increasingly seeking to share their fitness experiences with others. To see how other brands are facilitating these wellness events, read our Festival Market report.

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