Nike

Go Tour Los Angeles

Nike set out to break runners out of their routines, rediscover LA, and experience the all-new React 2.0 in motion. Building on the momentum of the original React launch—when we shut down the 90 freeway for an unforgettable 10K race—we created a mobile, interactive experience designed to engage all senses.

A custom-designed double-decker bus, fully wrapped in bold Nike React branding, became the heart of the activation. Inside, the space was lined with the same foam material as the React 2.0, immersing riders in the sneaker’s signature comfort. Cushion seats mimicked the shoe’s responsive feel, and a dynamic display highlighted its bouncy energy.

Starting from Nike retail locations, the Go Tour took runners through 11 LA neighborhoods and scenic routes, with Nike Run Crew leaders fueling the energy. The experience encouraged movement, exploration, and trial while reinforcing the React 2.0’s performance benefits.