Nike: Nike

Credits & Description:

AGENCY: Wieden+Kennedy / Portland
CLIENT: Nike
TAGS: FASHION / CLOTHING / FOOTWEAR / ACCESSORIES
WIEDEN+KENNEDY Portland, USA Entrant Company
WIEDEN+KENNEDY Portland, USA Idea Creation
WIEDEN+KENNEDY Portland, USA Production
Dennis Hanley Wieden + Kennedy Executive Producer
Tricia Huetig Wieden + Kennedy Producer
Jonathan Minori Wieden + Kennedy Design Director
Ryan Kee Wieden + Kennedy Engineering Directors
Max Folley Wieden + Kennedy Engineering Directors
He Zhao Wieden+Kennedy Sr. Engineer
David Glivar Wieden + Kennedy Engineers
Mike Latzoni Wieden + Kennedy Engineers
Tera Hatfield Wieden + Kennedy Design Lead
Keith Hamilton Wieden + Kennedy Sr. Designers
Rafael Kfouri Wieden + Kennedy Sr. Designers
Manxue Wang Wieden + Kennedy Designers
Claire Wilson Wieden + Kennedy Designers
Jenna Simmons Wieden + Kennedy Designers
Saira Weigel Wieden + Kennedy Motion Graphics Executive Producer
Mark Lundgren Wieden + Kennedy Motion Designers
Adam Sirkin Wieden + Kennedy Motion Designers
John Van Unen Wieden + Kennedy Motion Designers
Oliver Rokoff Wieden + Kennedy Motion Designers
Jaime Flores Wieden + Kennedy Motion Designers
Nilesh Ashra Wieden + Kennedy Director of Creative Technolgoy
Paulo Ribeiro Wieden + Kennedy Managing Director
Dan Viens Wieden + Kennedy Creative Director
Jason Bagley Wieden + Kennedy Executive Creative Directors
Eric Baldwin Wieden + Kennedy Executive Creative Directors

Synopsis
The the consumer-brand relationship is changing rapidly.
One of the prevailing trends in the evolution of consumer behavior is the desire for high-quality clothing that is unique and personalized to an individual’s specific tastes—an extension of their personality and representative of their story.
A vast majority of existing personalization solutions take place on-screen.
Live Design is a groundbreaking AR platform that brings a new dimension to product personalization and retail experience, taking customized design off-screen and onto your body.
Live Design was paired with carefully architected experience design in the Nike Makers’ Experience, a unique retail space and experience.
Live Design technology allowed guests to design one-of-a-kind sneakers, on their feet, in motion, in real time. Thoughtful experience design helped guests overcome the dilemma of the blank canvas; design docents and an innovative interface guided users through a fun process, where they could channel LeBron James and codesign a sneaker.
Outcome
The Makers’ Experience launched as a pilot, an invite-only event in NYC.
Within the Nike Makers’ Experience, Live Design provoked a visceral, enthusiastic response from sneaker fans and from the media.
As a tech application and an experience, Live Design is a continuing endeavor between us and Nike.
Based on the response from guests, public interest, articles in industry publications, and the evolving challenges facing consumer brands and the retail space in general, we’re continuing to work with Nike to refine the experience and scale the product.
Execution
Live Design uses live motion capture and object tracking to create an augmented-reality experience that allows people to design their shoes, in real time, while moving, to make a truly one-of-a-kind product.
Live Design is a proprietary technology independently developed by us and currently licensed to Nike.
At the Nike Makers’ Experience, guests who designed shoes in Live Design were also treated to Nike’s innovation in the form of in real-time manufacturing: guest-designed shoes were produced and delivered to them in under an hour.
Campaign Description
Live Design helped fulfill a key mission that Nike brought to us—to create a true leap forward in product personalization. Nike has long been a pioneer in product customization, but Live Design and Makers’ Experience represented something new—real-time, on-product design, and one-hour product turnaround.
After years of testing and iteration, we launched Live Design in a pilot program at NY Fashion Week 2017.
Open to a select set of influencers, designers, athletes, and Nike fans, we debuted Live Design and observed our guests’ design process and choices.
During this pilot, Nike produced hundreds of unique shoes and tested various experiential and scale options.