Nike AIR Imagination

Nike Air has more than 40 years of innovation and enormous cultural equity. At the same time, we were seeing a new generation use AI and digital tools not only to consume culture, but to create it. We saw an opportunity to bring those two forces together

The challenge was making decades of Nike Air heritage relevant and participatory for a younger generation. We didn't want AI to become a technology gimmick or replace creativity. We wanted to use technology to give consumers greater access to Nike's world and amplify their own imagination.

We created AirImagination, a generative-AI-powered experience that opened Nike's Air archive and allowed consumers to imagine their own future Nike Air designs. Through an intuitive conversational experience, consumers could explore silhouettes, materials and colors, generate unique concepts and remix ideas from the community. We then built an ecosystem around the platform across Nike digital, social, retail, experiences, OOH and cultural partnerships

The platform generated $50M+ in earned media and created a new model for consumer participation around Air. Instead of simply telling consumers about Nike's history of innovation, we gave them the tools to participate in imagining what came next.