Nike Tech Pack
NIKE, Inc. is the world’s most recognizable name and leading innovator in athletic apparel. Nike reached out to our partners Hybrid Design who in turn asked us to collaborate in a new avenue of brand communication: A quarterly digital magazine for the Tech Pack collection.
Challenge
Nike Sportswear wanted to create a digital lookbook for the Tech Pack that would highlight both the products to tell rich stories and engage audiences. The starting point was a 200-page coffee-table book that was distributed to media during a press release for the collection. To create a cohesive digital experience of the book, the app needed to be optimized for multiple devices and globally available with regional links and 21 languages. The Tech Pack line is synonymous with high tech construction and innovation, and the app is a reflection of those qualities.
Strategy
Organizing the content in a way that took advantage of the full digital experience was key, which meant including the same content in multiple locations throughout the site. Intuitive navigation was introduced with four separate options: The main navigation, the swipe, a table of contents and a next/previous thumbnail. In addition, we leveraged video to integrate with the shopping experience. The plan to offer a new issue of the lookbook quarterly required us to go beyond the standard app format and develop a whole platform that can be reused for future issues.
Design
A collection as progressive as Tech Pack required an app with a great look and feel. Partnering with both Nike, Inc and Hybrid Design, we focused on keeping the design brand-consistent, bold and in line with the lookbook experience while taking advantage of the digital medium. By sticking with a refined color palette, strong typography and using parallax images and video, we were able to deliver a digital experience as clean and technical as the collection itself.
Details We Love
Headlines
Color - Fall/Holiday
Color - Spring/Summer
Grid
Photography
Technology
We were able to maximize our efficiency in the development stage by creating native code for the iphone and ipad platforms and then leveraging modern web standards to create a seamless experience between them. Simple is smart. By keeping the content separate from the code we optimized everything for reuse. We also kept download size to a minimum, with content tailored specifically for each device. Localization was an important element for a global brand such as Nike so the app was created to default to each user’s pre-set language and local settings.
Conclusion
The project was a new initiative for Nike, who is now working to engage its audience through a digital magazine for the first time. The successful launch of the app with its technical requirements and exceptionally short time window is testament to the company’s vision and our dedication to creating great experiences for both consumers and our clients. We cannot wait to continue pushing the envelope with future releases of this project.
One more thing.
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