While at The GIld I worked with Nike Basketball on a project to innovate the basketball retail experience.
We spent time with basketball players of all ages and levels in the suburbs of New York, gaining insight into their love of the game and everything that goes with it. Well, we call it a game, to them it's life.
Armed with insight, we generated ideas and concepts for how to innovate the retail experience.
One of our innovations can be found in Nike's new concept store in Beijing, China.
How to communicate what is in effect a new ‘tech-spec’ in a way that redefines the tech category? Tech-spec communication relies on itself: the tech. The proof is in the ‘in-play’ result, the benefit, the ‘edge’.
‘The tech is merely a mistress to the user’s desire to be the master.’
No.1 To Zoom: To Zoom. Intransitive verb. Nike Zoom the verb, has the right to become common vernacular. See ‘nutmegged’ ‘turbo’ ‘boom’.
Unleash Zoom: Zoom is dormant without the user. You are the star of show. Zoom is dormant until you ’Just Do It’.