Nike: The Unlimited Stadium

BBH Asia Pacific is the creative agency behind the launch of Nike’s Unlimited Stadium, a giant reimagined running track taking over a whole city block in the centre of BGC, Manila’s business district and running hub. The Unlimited Stadium is shaped as a 100-metre sole print of the Nike Lunar Epic – a newly launched Nike Running footwear innovation. In collaboration with expert partners, BBH conceptualised the stadium from strategy and creative concept to the stadium architecture and overall user experience. Fusing the virtual and physical worlds, the stadium features a 200-metre running track lined with LED screens, where up to 30 runners at a time are invited to engage in a virtual race against avatars of themselves. After setting their pace in the first lap, a full size avatar (or ghost runner) of themselves appears on the screens. Through a series of challenges centred around time and distance, runners are encouraged to keep beating their avatar, who in turn responds to their performance, pushing them beyond their limits. Launched last week, the experience will also track the total distance all runners complete over 17 days. The Unlimited Stadium launch is part of Nike's Unlimited campaign, celebrating the spirit of breaking limits.