Nike.
Tech Book.

Nike Sportswear doesn't just have customers – it has fans. So we helped create their first-ever interactive lookbook app to give fans exclusive access to the brand’s latest innovations.

Overview.

Beyond the lookbook.

Giving fans early access to the best of Nike Sportswear's innovation.

Nike Logo

From performance gear to digital strategy, Nike Sportswear embodies the latest and greatest in cutting-edge innovation. But in 2015, they were falling behind in ecommerce sales. It was time to innovate again. So the sportswear giant partnered with us to digitally transform their online and offline retail businesses through Tech Book — the brand’s first ever interactive lookbook app.

Enlisting the help of celebrity athletes like Christiano Ronaldo, Maria Sharapova, and Colin Kaepernick, we created an immersive digital experience that gave fans early access to Nike’s latest products. And we integrated Tech Book into Nike stores around the globe. The result? An unparalleled blending of offline and online commerce that put Nike at the forefront of digital innovation once more.

Work.

  • Products & platforms.
  • Commerce.
  • Experiential.

Building a digital experience worthy of elite sportswear.

There’s a reason that Nike Sportswear customers consider themselves aficionados. From Sneakerboots to Tech Fleece parkas, the brand creates best-in-class gear that fans are eager to learn about before launch. Through Tech Book, Nike wanted to give fans exclusive early digital access to the company’s latest innovations.

Elite products demand an elite digital experience. Our challenge was to design an ecommerce platform with a powerful UX allowing customers to explore and shop Nike’s sophisticated products digitally, highlighting key design and performance features. To do that, we needed to build immersive, informative, and interactive stories around each item.

Blending the online and offline worlds.

How do you showcase high-performance gear? With the help of celebrity athletes, of course. We enlisted the likes of Christiano Ronaldo, Maria Sharapova, Colin Kaepernick, Skylar Diggins, Neymar Jr, Wu Haiyan, and Kevin Durant to model the products. And that was just the beginning. We created a rich digital experience that educated users on the innovative features of each product, including material selection, weather resistance, and more. Interactive photo galleries gave users a 360-degree view of each product. And product videos allowed users to examine the gear in slow motion — or even change an athlete’s facial expression in a playful way. Perhaps most importantly, users could instantly purchase Nike Sportswear’s newest products in the mobile app, seamlessly.

To bridge the digital and physical experience, we created in-store retail extensions for the app. These gave customers the opportunity to interact with Tech Book in 100 Nike stores globally, from NYC to Moscow. Our immersive, hybrid approach to Tech Book worked. The app launched in October 2015 in 32 countries and 18 languages, supporting Nike’s goals for global expansion. Within a few weeks, app downloads doubled expectations and sales of the Tech Pack product hit new highs. Backed by user research from the initial launch, we upgraded the UX and relaunched in Winter 2015/2016, making it available in up to 30 languages for iOS and Android.

Outcomes.
2X
More downloads than expected.
32
Countries.

Awards & Press.

Press.

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Full Trans­paren­cy.

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