During the Euros, Nike, in partnership with OMM and Move AI, took retail to the next level, creating an interactive, technology-driven experience that highlighted the game-changing features of their Dri-FIT ADV football team kit.

At the heart of this activation was the question: How do you make consumers not just see, but truly feel the benefits of cutting-edge fabric technology in a retail setting? The answer lay in combining motion capture, real-time interactivity, and sensory engagement to craft an unforgettable journey.

Blurring the Lines Between Real and Digital

Imagine walking into a retail space, stepping into a glowing tunnel, and seeing yourself transformed into a radiant orange avatar on a massive LED screen. Your every movement, tracked and mirrored in real-time, begins to reveal the secrets of Nike’s Dri-FIT ADV material. The avatar starts warm but cools as you move, demonstrating the shirt's advanced heat-regulating properties.

This is what the Keeps You Cool installation achieved, seamlessly blending art and science. Using Move AI’s markerless motion capture technology integrated with Unreal Engine, Nike created an experience that visually articulated how their fabric adapts to the wearer’s movements and temperature.

Another installation, Keeps You Dry, focused on the kit’s moisture-wicking capabilities. In this tunnel, visitors encountered a visualization of the football kit covered in moisture. By simply waving their arms, they activated animations that dynamically "dried" the shirt, a feat powered by Zedcam cameras and Unity Engine. The result? A visceral, hands-on understanding of how Dri-FIT ADV keeps athletes dry under pressure.

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The Technology Behind the Magic

Key to this experience was Move AI’s markerless motion capture system, which offered an innovative and practical solution for a bustling retail environment. Unlike traditional motion capture setups, Move AI eliminated the need for cumbersome suits or markers, ensuring a seamless, latency-free interaction (with just 100ms delay).

The technology allowed Nike to simulate real-time heat transfer and moisture-wicking using advanced 3D avatars. These avatars weren’t just digital figures—they were dynamic representations, equipped with lifelike clothing physics and particle effects that demonstrated the fabric’s functionality in stunning detail.

The process began months earlier in OMM’s London studios, where early prototypes were tested and refined. By combining Move AI’s system with Unreal Engine and Unity, the creative and technical teams could rapidly iterate, ensuring the final installations were both engaging and reliable.

From Innovation to Retail Impact

While the technology was impressive, the experience wasn’t just about the bells and whistles—it was about connecting consumers with the product in a meaningful way. The installations brought Nike’s Dri-FIT ADV material to life in a way that words and static displays never could.

This approach proved to be a resounding success. The interactive installations drove product sellouts in three major cities during the Euros, reinforcing the power of experiential marketing. Beyond boosting sales, the activation left an indelible impression on visitors, turning a simple shopping trip into a memorable brand encounter.

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A Glimpse Into the Future

Nike’s collaboration with Move AI and OMM underscores a larger trend: the convergence of technology and retail. As consumers become increasingly accustomed to digital interactions, brands are finding innovative ways to merge the physical and virtual worlds.

This project didn’t just showcase a product—it redefined what a retail experience could be. By leveraging motion capture and real-time interactivity, Nike created an activation that wasn’t just seen but felt. It transformed passive shoppers into active participants, blurring the lines between education, entertainment, and engagement.

As we look ahead, one thing is clear: this is only the beginning. With companies like Move AI driving technological innovation, the future of retail is bound to be immersive, interactive, and unforgettable. Nike’s Dri-FIT ADV activation serves as a shining example of what’s possible when technology meets creativity.

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