Nike Tech Knit
We were tasked with telling the story of Nike TechKnit, from concept to completion. Brand research was a key component. We studied Nike’s established tone and language, and visual direction used for past Nike news posts and tech pack product launches. This gave us a foundation to craft a narrative around the newest apparel line.
We felt it was most effective to tell the story from an internal perspective, to illustrate how new ideas take form, and the sources of inspiration. In order to tell the story of TechKnit, we traveled to Portland to meet the design team and spend a day in their world. We learned how a product takes shape, from sketch to production, through interviews and observation.
Telling the complete story meant creating a visual narrative as well. We developed an interactive component to showcase the source of their inspiration: the everyday athlete.
This became a window into the world of the typical Nike consumer. Our team followed two Chicago athletes through their day, photographing each moment and creating an interactive timeline showcasing a day in their life. This task alone required detailed coordination of several teams across multiple locations, all while curating Nike's visual and personal brand. Photographs were casual enough to show the realism of their day, but styled in a way where Nike permeated the scene.
This timeline was paired with physical data from their environment and activities. We tracked their heart rate, distance travelled, ambient temperature, and location. This data informed icons and visual elements that further told the story of their daily life, and showed how Nike’s new knitwear responds to varying temperatures and range of movement.