Nike is one of the most recognizable brands in the world. In twenty years, they went from selling shoes out of a car to sponsoring Olympic teams. They pioneered the running industry, defined lifestyle branding and brought athleticism to the world. In their marketing and their products, they made sport less about exercising and more about living.
As a large and complex organization, Nike had a similarly large and complex website. We collaborated with Nike's brand and commerce teams, R/GA, and AKQA, to help re-envision the fragmented site into a consistent yet inspiring experience that enabled frictionless commerce.
We helped the Nike team realize the vision of a new Nike.com through a few very basic ideas — prototyping & iterating. Nike working closely with multiple agencies often relied on large impressively manicured 'decks', big vision videos, and deep research. This often slowed down innovation, made it difficult to fully realize the nuanced user interactions.
What started as a conversation about how we could create a new Nike.com turned into a year of work to help the seemingly complex organization realize that they needed to "Just Do It". This initial work turned into one Nike experience resulted in the amazing work completed by R/GA.