Nike SXSW Fuelband

For the launch of their Fuelband, Nike teamed up with VEVO at SXSW, converting
an unused warehouse for product display area during the day and concerts at night. The design took its cues from the product, wrapping the interior with a clean black band embedded with LED nodes. Like the Fuelband, where users’ activity registers activity turns the color from red to green, motion sensors in the space gauged audience energy levels to track motion hotspots throughout the event.

Agency: Optimist