To launch the new Mafate X trail running shoe, we brought the desert to the heart of New York City. We created an immersive ‘trail simulation’ experience that showcased the shoe’s extreme performance in an equally extreme environment.
Inside a purpose-built box, runners were plunged into desert conditions, complete with scorching heat, desert winds, dramatic terrain, and an integrated running belt. A dynamic digital backdrop moved in sync with their pace, so the faster they ran, the faster the landscape flew by. The result? A spectacle that brought the wild to the city streets.
EXPERIENTIAL / SOCIAL / FILM