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Pavegen installed 176 tiles along the Champs-Élysées on the final stretch of the race. Marathon

runners competed against each other on the final sprint to generate the most energy. The

energy created was displayed on a large screen and powered LED signage beside the race in

real time.

The race accumulated over 40,000 footsteps. The event received worldwide coverage in news outlets including The Guardian, Bloomberg and the National Observer.


Building excitement for a product launch is a fantastic way to build brand awareness and engage your customers. However, there are only so many email blasts, countdowns and social posts you can do before customers start to lose interest. Uniqlo wanted to bring to life the energy saving properties of the new Uniqlo ‘Heattech’ range in a new and exciting way.


With a clear synergy between Uniqlo’s offering and Pavegen’s clean energy generating tiles, what better way to get customers involved than through an energy saving game! Providing shoppers the opportunity to escape from their daily routine, Uniqlo offered their customers the chance to immerse themselves in an interactive gaming experience. Through a simple yet highly engaging installation, players were invited to mimic a step-sequence which they could then replicate with their own steps onto the Pavegen tiles.


Pavegen is based in King’s Cross, in the heart of London’s tech revolution. We’re just a few minutes’ walk from King’s Cross and St. Pancras International Stations. Our research and development centre operates in Cambridge, the innovation hub of the country.



Once completing the game, shoppers were able to earn ‘Heattech’ merchandise for taking part in the energy game, having interacted with Uniqlo’s brand. Customers were not only offered a fun experience, but also the opportunity to engage with Uniqlo’s product launch in a new, innovative and exciting way.