Rethinking running for the next generation

plai helped Nike imagine the impact of spatial computing on sport with a mixed reality run powered by Snap Spectacles.

At some point, running became serious. Rigid training programs and extensive tracking - from our mile splits to our heart rate - it now feels like the pressure is on to set some kind of record every time we lace up. For some people, this is ruining running. Insights show that Gen Z women in particular are looking for new inspiration and new ways to run.

Nike and plai wanted to help these athletes see running through a whole new lens - literally. A first ever experience on the next gen Snap Spectacles, we utilised augmented reality to take running itself to the next level.

A one mile augmented reality run was developed, starting at McCarren Park in Brooklyn and ending at the Nike store in Williamsburg. During the run, typical coaching prompts were transformed into fun, realtime AR interactions to take the runner’s mind off running. This included the pacer pigeon - an animated pigeon flying alongside you to show you the way. Speed lines made sprints fun (regardless of how fast you were running), and encouragement came by way of personalised interactions (like seeing your own name on giant plants growing across buildings, or encouraging skywriting appearing over Manhattan). Through cutting edge technology and a little imagination, Nike and plai worked to rethink how we view running, by making a run feel like anything but.