NIKE: NIKEID

Credits:

Type of Entry: Corporate or Brand Identity
Category: Digital Design
Title: NIKEID
Advertiser/Client: NIKE
Product/Service: SPORTSWEAR
Entrant Company: R/GA New York, USA
Design/Advertising Agency: R/GA New York, USA
Creative Credits
Name Company Position
Nick Law R/GA Chief Creative Officer/North America
Jill Nussbaum R/GA Executive Creative Director
Wade Convay R/GA Associate Creative Director
Phil Latcholia R/GA Copy Director
Minki Park R/GA Design Director
Michael Klodginski R/GA Senior Interaction Designer
Tara Greer R/GA Associate Creative Director/Interaction Design
Nick Coronges R/GA Executive Technical Director
Patrick Fitzgerald R/GA Executive Team Leader/Programming
Chuck Genco R/GA Senior Product Developer/Technical Architect
Ivan Safrin R/GA Senior Flash Developer
Michael Mclaughlin R/GA Senior Flash Developer
Jin Sung Yoo R/GA Senior Flash Developer
Alex Bensen R/GA Quality Assurance Analyst
Dayna Vesci R/GA Digital Studio Post Production Supervisor
Jesse Beller R/GA Digital Studio Video Editor
Can Misirlioglu R/GA Creative Director/Digital Studio
Sean Lyons R/GA Group Director/Production
Daniel Jurow R/GA Executive Producer
Heidi Miller R/GA Associate Director/Analytics
Details
Brief Explanation:
We had to create new technology to bring the completely re-imagined NIKEiD to life. Working closely with Adobe, we developed advanced imaging techniques so users could see stitching and materials in near microscopic detail, getting closer than ever before to the product.
Describe the brief from the client:
NIKEiD is one of the most successful customization tools available on the web, allowing anyone to become a designer. Since its inception 10 years ago, the NIKEiD site has been updated to provide new features and added utility. But recently, Nike gave us the task of completely re-imagining the experience to make it more intuitive and flexible. The result is an easy-to-use builder in which the product is the interface: designers create by directly touching and customizing any piece of a product in any order. And products are viewable from any angle.
Description of how you arrived at the final design:
Taking customization even further, we gave designers the ability to change performance features that suit their unique style of play or position—just by touching and selecting. And to inspire the design community, guests can now check out thousands of user-generated designs, searchable by colour, product, name, style, and technology. New social components were added as well, allowing users to share their creations in a gallery with the world. The NIKEiD builder itself can even be shared, integrating seamlessly into other sites, mobile devices, touchscreens, retail, and social networks.
Indication of how successful the outcome was in the market: