Nike Adapt
Launched globally at Nike’s House of Innovation in NYC, we were responsible for introducing Nike’s first self-lacing shoe designed specifically for basketball—the Nike Adapt BB.
The entire first floor of the House of Innovation NYC was transformed into the Nike Adapt Testing Lab, where consumers could access rare prototypes and participate in an interactive basketball trial experience. This featured a digital half-court displaying responsive drills, player positioning, and real-time data visualizations to enhance the basketball experience.
The augmented environment included cameras, lighting, and hardware connected to a full digital half-court and large screen arrays. When gameplay started, the court environment powered up similarly to the shoe. Player movements and drills were tracked and displayed through stylized data visualizations—speed, vertical jump, location, and body motion—giving a dynamic, immersive experience.
Our Role:
Research and Strategy
Naming
Brand Identity
Brand Writing
Art Direction
Experience Design
Motion Graphics
Dynamic Custom Poster Takeaway
The final step of the experience was to test skills against the shot clock. During this play, we captured player movement data from overhead to generate a custom poster on-the-fly for them to take home. Printing was automated on-site, through a hacked laserjet printer. When players returned to the Adapt locker room to grab their street clothes, their custom poster was waiting.