SK-II partnered with the IOC to bring the #NoCompetition campaign to the world in a multifaceted way. The program included a mixed-reality experience and physical pop-up stores in Shibuya, Tokyo and on the grounds of the Tokyo Olympic Games. Visitors were taken on an immersive, mixed-reality journey through the eyes of three female Olympians; gymnast Simone Biles, swimmer Liu Xiang, and table tennis player Ishikawa Kasumi. The experience then followed with a touch-less AI skincare assessment, an AR social experience and a full-scale retail store.

The experience space, built from the ground up, included a second floor of working spaces, conference rooms, and lounges for P&G executives and partners.