A thousand little beads working hard so you don’t have to. Nikes Joyride innovation launch was a shoe that has been tinkered with for over 18 years, those little beads are alive and ready to play. The main goal was to show the innovation of these bead packed soles and show how much energy return these beads have... but make it fun. We turned to move of a touch sensation, but not from the bottom of your feet, but from your hands. Feeling how when you squeeze these beads, they just want to pop out of your hands when you let go. Turning that into a visual aesthetic was a huge part of these experiences, larger than life beads filled the stores and activations as brought wonder to the consumer and allowed the innovation story to be told in a simple and understandable way.
