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

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NIKE SPARQ

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency R/GA New York
Creative Director Albert Patton, Sammi Needham
Art Director Rasmus Wangelin
Producer Beam Seilaudom, Jon Jones
Released April 2011

Credits & Description

Category: Consumer Products
Advertiser: NIKE
Product/Service: NIKE
Agency: R/GA
Creative Director: Albert Patton (R/GA)
Producer: Beam Seilaudom (R/GA)
Editor/Digital Studio: Chris Shimojima (R/GA)
Senior Copywriter: Devin Heatley (R/GA)
Senior Producer/Digital Studio: Guy Helson (R/GA)
Senior Open Standards Developer: Jack Bishop (R/GA)
Quality Assurance Engineer: Jane Yang (R/GA)
Producer: Jon Jones (R/GA)
Associate Producer: Lexi Steigelman (R/GA)
Senior Interaction Designer: Mike Lee (R/GA)
Senior Producer: Nick Parisi (R/GA)
Art Director: Rasmus Wangelin (R/GA)
Technical Project Lead: Ryan Wang (R/GA)
Creative Director: Sammi Needham (R/GA)
Technical Director: Vincent Dibartolo (R/GA)
Quality Assurance Engineer: Will Creedle (R/GA)
Media placement: Website - Online - 1 June 2011
Media placement: Mobile App - iPhone - 1 June 2011
Media placement: iPad App - iPad - 1 June 2011
Media placement: Live Events - USA - 1 June 2011

Describe the brief from the client
Nike’s training programme - SPARQ Combines - is the proving ground for elite high school football players. An event where the very best attract the interest of college scouts. However, up until recently, the drill events were only about the numbers they could put up on a stopwatch. Nike asked us to bring SPARQ to the modern age.

Describe the challenges and key objectives
The main challenge was to create an indispensable tool for high school players, as well as craft a seamless user experience from different touch points.

Describe how you arrived at the final design
A custom mobile app breaks down each player’s performance and probability of winning an athletic scholarship. Players could see how they compared to athletes in their class, position, and even against NFL players who recorded SPARQ ratings when they were in high school. Simple controls let them see what areas they needed to improve in, and how much improvement was needed to improve their SPARQ rating and likelihood of winning an athletic scholarship. They could then broadcast their numbers to the leader board on Facebook, directly from the app.

Give some indication of how successful the outcome was in the market
From a SPARQ Combine event to backyards across America, from a customised performance-based app and JumboTron broadcasting to do-it-yourself Facebook promotion to gaming integration that can provide off the field education - Nike Football has provided high school players with an indispensable tool kit. One that allows them to see where they stand, broadcast their results, and map out a plan for improvement.
We even integrated SPARQ into EA Sports NCAA Football Twelve for PlayStation - where SPARQ ratings became key criteria for selecting players in the Team Builder feature.