An advanced fit solution
Nike Adapt BB
3D design and animation
The Adapt BB, Nike’s first product using the Adapt technology platform, is a self-lacing shoe built for basketball. Ideating and creating a visual story for this new and novel ecosystem, including key moments like pre-login and shoe pairing drove the project.
To truly highlight its features, this campaign went beyond the superficial, to peel back to reveal the technology itself. At the core is the lacing engine with a powerful torque mechanism that laces the shoes. Through considered animations, the impressive capabilities of an unrivaled new product were highlighted. Beyond the Adapt BB, included in the scope was the launch of the Nike Sportswear (NSW) release of the Adapt Huarache. This lifestyle shoe expands the product family as well as the feature set within the Adapt app. In order to represent the expanding product line, the updated pre-login experience in the app helped to establish the various shoes as well as the features and how those come to life for the different silhouettes. As the experience was updated, highlighted were the "reveal" nature of the first launch, brightening up the overall art direction, and focusing more closely on details and the established and expanding features.