NIKE LeBron 17 Interactive Basketball Trial – Studio NOWHERE

Client:Nike         Design & Developed: Studio NOWHERE

We supported Nike to create a highly digitalized basketball court in its offline store where users could complete challenges and view their performance. The challenge was to strike balance between a highly professional, authentic experience and the intuitiveness and accessibility to users. We consulted basketball coaches and employed cutting-edge movement capture technology, while digital scoreboard and online-sharing function helped amplify social engagement. This high-octane project demonstrated sportsmanship synonymous to Nike’s brand ethos, and generated significant exposure for the brand.

To realize a professional experience, we took inspiration from LeBron James and created 3 challenges for users. The interface and user journey were optimized with the help of professional basketball coaches and rounds of testing and adjustment. The 4-story LED screen acted as a scoreboard to encourage competition, while cameras captured performances for social sharing to amplify engagement.

This interactive experience was available to public from 27 September to 31 October 2019, at the Nike House of Innovation Shanghai 001 flagship store.

Project Page | Studio NOWHERE