Immersive retail installation for a sportswear brand

The Mill created an immersive playground inside Nike’s House of Innovation at the NYC flagship store to launch the Joyride Flyknit running trainers. The installation transformed the space into a digital ball pit with collaborative games inspired by childhood play and agility training, allowing up to three users at once. Built to spark fun and laughter while demonstrating product performance, the activation gave visitors a hands-on way to engage with the new footwear. The result was a memorable in-store moment played by thousands of visitors, helping promote shoe sales and generating significant social sharing, along with coverage in Creativity, The Drum, and Little Black Book.