Consumers can wear and experience the same brand attributes and feature of their favourite sports shoes in their virtual lives, projecting their self in a way they are familiar with from the real world. The shoe was designed to allow the user to experience, virtually enhanced features and benefits of the real life attributes: springy step and the ability to bounce. The virtual experience therefore, while playful, also extended peoples' understanding of the Microride offering. Product testing and consumer feedback was used as part of the engagement process.
