Reebok Mall Activations
Across three major malls we turned Reebok into something you experience — LED cube, reflex wall, interactive fitness, GIF photo and live athlete shows.
REEBOK · DECEMBER 2018
Brief
December 2018. In the middle of the busiest shopping season of the year, Reebok wanted to bring its brand directly in front of visitors across three major malls — İstinye Park, Cevahir and Bursa. At the heart of the brief was breaking out of the category's "set up a booth, display some shoes, hand out flyers" formula.
Reebok's message was simple: "get moving." But in the middle of the year-end gift rush and the mall crowd, telling someone walking down the corridor that with just a poster was weak. The ask was a stage where, in the five minutes a visitor spent in front of it, they would remember Reebok not as something sold but as something tried, run in, sweated in. And it had to repeat with the same clarity across three different cities and three different malls.
“In a mall corridor, "get moving" only becomes real when someone actually runs, actually sweats, and actually turns to a friend and says "look at this."”
Insight
The only way to give the words "get moving" a real meaning in a mall corridor is to make the visitor actually run with their body. You need the exact opposite of the standard store moment where a runner shoe is tried on for ten steps and put back on the shelf: while you're trying the shoes, you should be able to see where you're running, and the crowd around you should be watching too.
At the same time, something else is true: at year-end shopping time, no one is wearing running clothes. Visitors come in coats, gloves and shopping bags. So the lower the friction of the "join in" call — the more an experience you can step inside in three minutes — the more people actually step inside. A three-minute run, a GIF you can text to a friend, a ten-minute athlete show — each opens a different door for a different part of the crowd.
The Idea
We turned Reebok's mall activation into an experience zone rather than a classic booth. At the centre of the zone we placed a 3×3×3 metre cube with LED screens on all four walls, and put a treadmill inside it. When the visitor slipped on the new Reebok model and stepped into the cube, a short pick screen appeared: sea, mountain, or shifting weather conditions. After the pick, the course launched on all four walls at once — the side walls and the road stretching out ahead gave the visitor the real sense of running through that environment. There was a single objective: the furthest distance. Distance was written live, and a friendly rivalry between players naturally built up across the day.
Around the cube stood three more stations:
- Reflex wall (a Harikalar product) — race to tap and turn off lit-up dots in the shortest time; playable solo or two-up.
- Interactive fitness station (a Harikalar product) — short, body-tracked fitness mini-routines with scoring.
- 90° GIF photo experience — a one-second "moment of motion" shot, on the visitor's phone in half a second as a shareable GIF.
At set times of the day, professional athletes performed 10-minute live shows across all three malls: jumps, ball reflex drills, short training sets — they instantly pulled a crowd around the zone and lifted the tension for whoever was inside the cube.
Concept, idea, hardware, software and on-site operations were all produced by Harikalar, directly for Reebok. To make the same setup repeatable with the same clarity across three different malls, the build/strike was designed to move fast.
A 3×3×3 m Cube With LED Walls on All Four Sides
Same setup across three malls: a 3×3×3 m cube with LED screens on the front and both side walls. When the visitor stepped inside, the road ahead, the landscape to the sides and the weather all played in sync. While trying the Reebok model, the visitor was already inside a real running scene.
Treadmill + Weather/Location-Pick Course + Furthest-Distance Race
In front of the treadmill inside the cube, a short pick screen: sea, mountain, shifting weather. After the pick, the course launched and distance was written live. One objective: the furthest. Across the day, leaders naturally chased each other and a queue formed at the entry.
Reflex Wall + Interactive Fitness Station
Harikalar's own products — the reflex wall (race to tap and turn off lit dots, solo or two-up) and the interactive fitness station (body-tracked short routines with scoring) — sat next to the cube as an extra experience layer. A low-friction entry for visitors who didn't have time for the run but still wanted to step into a game.
90° GIF Photo Experience + 10-minute Athlete Shows
The 90° GIF photo experience caught the visitor's "moment of motion" and pushed it to their phone as a shareable GIF in half a second — a souvenir even for visitors who never got on the treadmill. At set times of day, professional athletes performed 10-minute live shows that pulled a crowd around the zone instantly.
Execution
Concept, idea, hardware, software and on-site operations were developed end-to-end by Harikalar. Across December 2018, the same immersive cube, reflex wall, interactive fitness station, GIF photo and athlete shows were built across İstinye Park, Cevahir and Bursa. To make the same setup repeatable with the same clarity across three different malls, the build/strike was designed to move fast.
Scope
- Design and build of the 3×3×3 m three-LED-wall immersive cube and treadmill integration inside it
- Production of running course content for sea, mountain and shifting weather options (3D / video)
- Distance tracking, live scoring and daily leaderboard software
- On-site setup and maintenance of the reflex wall and interactive fitness station
- 90° GIF photo system setup and instant-share infrastructure
- On-site coordination of the professional athletes' 10-minute live show schedule
- Setup, full-run operations and strike across three malls (İstinye Park, Cevahir, Bursa)
Team
- Director & Experience Design: Atilla Baybara
- Technology & Software: Utku Olcar
- Operations: Yiğit Sarı
- Client Relations: Şaban Yılmaz
- + Mechatronic engineering, 3D / VR production, on-site setup & operations teams
Results
- Same immersive format across three malls — a multi-station activation zone repeated at İstinye Park, Cevahir and Bursa with the same clarity and rapid setup
- Direct impact on Reebok's year-end sales — turning the running shoe from something tried on to something actually run in gave a strong push to on-site sales
- Wide social media reach — footage from inside the cube and the 90° GIF photo experience reached thousands organically beyond the venue
- "Get moving" stopped being a slogan and passed through the visitor's own body — not a tagline but a scene they ran, sweated and shared
- Concept, hardware, software and operations under one producer — the foundation for repeatable quality across three cities
- Client
- Reebok
- Brand
- Reebok
- Date
- Aralık 2018
- Location
- İstinye Park, Cevahir, Bursa
- Duration
- Aralık 2018 boyunca üç AVM
- Format
- 3×3×3 m immersive küp + koşu bandı + refleks duvarı + interaktif fitness + 90° GIF foto + canlı sporcu gösterileri
- Concept, Production & Operations
- Harikalar
- Project Lead
- Atilla Baybara
- Technology
- Utku Olcar
- Operations
- Yiğit Sarı
- Client Relations
- Şaban Yılmaz
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