Nike Design & Branding NIKE EPIC by R/GA New York

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NIKE EPIC

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency R/GA New York
Creative Director Sammi Needham
Art Director Kenji Shimomura
Copywriter Brad Soulas
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: NIKE
Product/Service: NIKE EPIC
Agency: R/GA
Open Standards Developer: Brad Carter (R/GA)
Copywriter: Brad Soulas (R/GA)
Open Standards Developer: Duncan Davidson (R/GA)
Analytics Director: Heidi Miller (R/GA)
Quality Assurance: Jane Park (R/GA)
Senior Producer: John Mullin (R/GA)
Art Director: Kenji Shimomura (R/GA)
Senior Visual: Lucas Hearl (R/GA)
Tech Lead/Quality Assurance: Nauman Hafiz (R/GA)
Open Standards Developer: Pablo Muratore (R/GA)
Creative Director: Sammi Needham (R/GA)
Open Standards Developer: Vali Dumitru (R/GA)
Tech Director: Vincent Dibartolo (R/GA)
Interaction Design Director: Xavier Gallego (R/GA)
Production Artist: Yumi Nakamura (R/GA)
Analytics: Zack Hendrixx (R/GA)
Media placement: Website - Online - 14 April 2011

Describe the brief from the client
Nike wanted a campaign to engage fans’ passion for basketball. Our answer: EPIC, a global social media-based platform that tracked the active chatter around each NBA player and ranked them accordingly.

Describe the challenges and key objectives
Our main challenge was to create a user experience that seamlessly integrated tweets with the Nike EPIC site engine. Twitter’s worldwide mass appeal and functionality was the perfect way to fuel the EPIC experience. We could also track participants, giving us new insights about our audience.

Describe how you arrived at the final design
Going beyond stark stats, Nike EPIC is a real-time reflection of who’s bringing their A-game to the court through the eyes of the fans. EPIC tracks global tweets and generates a data visualisation grid of who’s hot based on Twitter mentions. The more tweets a player got, the higher they rose on EPIC. Switching to 'kicks view', fans can also check out players’ signature kicks. In game mode, players’ tweets are applied to their team, so the team that garners the most tweets claims victory.

Give some indication of how successful the outcome was in the market
With EPIC, fans’ cheers count, and Nike is keeping score. EPIC received over 12m tweets from fans worldwide during its run, with over 750,000 visits to nikebasketball.com.