Nike
The Nike FUELWALL — an interactive LED installation that visualized human movement in real time — was conceived by Gregory Brunkalla and the team at RadicalMedia for the launch of the Nike+ FuelBand. The wall traveled from NYC to SXSW in Austin to Nike stores worldwide.
Client
Services
Installation
Challenge
Nike needed more than an ad to launch the FuelBand — they needed a large-scale, in-person experience that let people physically feel what the product does.
With Brunkalla's creative direction, the team created the FUELWALL — a large-scale LED installation with motion sensors that translated movement into color in real time. Walk, jump, or wave in front of it and the wall shifts from red to green, mirroring the FuelBand on your wrist. Stop moving and it fades back to red.
Result
The FUELWALL launched at an exclusive press event in NYC, was installed at the flagship Nike store for 30 days, then took over a full city block at SXSW — becoming one of the most visible activations of the festival. It later appeared in Nike stores worldwide.
