NIKE iD

When NIKE launched the NIKE iD project, we worked on the campaign for the Japanese market.

The project included in-store design and a AR point of sale (POS) screen that allowed customers to create their own NIKE iD shoes in-store. They could explore the physical shoes before designing their own virtual versions, either on-screen in-store or online at home.

We created a series of NIKE iD action heroes, inspired by the Japanese fascination with becoming an action hero.

This idea became the creative foundation for the commercial and the visual language across print. We used the action heroes as the inspiration for the shoe designs, connecting product customisation with the power of imagination and personal identity.

Results

NIKE iD in general was a huge success globally. The Japanese project won a golden Lion in Cannes.