Hi, I'm Dr. Elhanan Gazit, Welcome to The Gameful Intelligence in the AI Era for Business Growth and Personal Happiness Podcast. In this episode, with my AI co-hosts Daphne and Marshal, we dive into Nike’s groundbreaking “Victory Mode” campaign and unpack how it reshaped youth identity, loyalty, and spatial play on a city-wide scale. Here’s what you’ll learn:

• How the HARBE model transforms AR from a novelty into a sustainable loyalty engine

• Why today’s brand equity lives in emotional flow, not product specs

• How spatial computing and gameful design turned Nike’s campaign into a cultural movement

• Which components of Gameful Intelligence drive the most immersive brand strategies

• Why smart teams are shifting from ROI to Return on Engagement (ROE) 

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* This episode is based on Dr. El-Hanan Gazit's upcoming book: 'Gameful Intelligence: The Secrets of Business Growth and Personal Happiness in the AI Era' (working title, in progress).

Read: 

Lambrecht, A., Baumgarth, C., & Henseler, J. (2025). Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality. Journal of Brand Management, 1-17. https://doi.org/10.1057/s41262-025-00381-4

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