An installation concept to launch a proposed Nike product range named FAT.
Fat was interpreted as a force or impact rather than mass or weight.
This idea is visualised through an interactive floor where footprints
release light from below.

The branding itself was based around the brand name being reversed
allowing foot prints to become real prints.

Above the floor the footprints and the force used to make them are
translated onto a column of light, creating a huge verion of a fairground
'test your strength' machine.