The world's first digital board game powered by real life.

Nike wanted to get more people sharing their workouts on social media. The answer: Nike’s “Conquer the World” game—a mobile/online experience that turned every step, run, or gym session into progress on a global game board. It was one of Nike’s first major experiments in gamifying movement, proving that competition, rewards, and social motivation could turn fitness into an addictive experience.

With thousands of wireframes and countless hours of researching international landmarks, we created an experience that made working out feel like an adventure. Players leveled up, unlocked rewards, and raced friends to new cities—all while secretly getting fitter.

Game highlights:

• 10 iconic cities as levels – From NYC to Tokyo to Rio, each destination had its own difficulty, mapped with real-world data.

• 60 virtual postcards – Players could photobomb themselves into digital souvenirs and share their progress on social media.

• A gazillion trophies & awards – Performance-based achievements kept the motivation high.

• Trash talk for extra fuel – Friends could push each other (or gloat) on their journey around the world.

• Google-powered city maps & facts – Turning workouts into a global learning experience.

A fitness tracker disguised as a game. A game disguised as a social flex. And one of Nike’s first big steps into gamifying movement.