A startup within Nike, Nike Virtual Studio is a Web3-inspired project that offers a new way for Sneaker Heads, Nike fans, and virtual collectibles to merge. .SWOOSH (dot SWOOSH) is a platform that offers a unique experience for users to collect virtual Nike assets with the first project focused on Air Force 1 with the Our Force 1 collection. The objective was to have users flex their virtual Air Force 1s on their profiles, social media, and eventually in gaming.
Nike Virtual Studio
Nike Virtual Studios allowed me the opportunity to work on a variety of projects ranging from Branding and Marketing to the creation of social media content and logo design, to Product Design by supporting designers with research and visual design. The project here are from my experience withing with the Brand/Marketing team.
To get the .SWOOSH community familiar with the launch, the brand and marketing team spent time creating social content to get users informed on what to expect during the OF1 experience which included purchasing an OF1 box and revealing that box on launch day. Users had the option of purchasing up to four OF1 boxes each with a unique Air Force 1 inside. The idea is that each shoe would come with "utility" which granted users access to specific drops, early access to items, or in-person meetups. Users would also be able to gain achievements on their profiles for participating in various events either in-person or virtual such as on Instagram or through gaming.
OF1 Social Content
Swoosh Studio Design Templates
To showcase the internal work externally, .SWOOSH Studio was created to show the point of view of the creative process. The objective was to target young creatives and those interested in sneaker culture to have raw look at how some of the ideas behind .SWOOSH come to life.
The goal with the designs and layouts was to be experiemental, youthful, and fun. Keeping in mind what the creative process normally looks like (throwing ideas together to see what works), we went with a collage style for the designs while leaning into the idea of digital/pixelation.
Month of Giving Design Assets
The Month of Giving initiative came about as a way for .SWOOSH to reconnect with the audience with daily giveaways (Monday-Friday) throughout the month of December. The idea was to continue our social engagement during a usually slow time by allowing users to win several prizes ranging from physical, virtual, and experimental.
Prizes included the first physical pair of Air Force 1s designed by .SWOOSH the AF1 TINAJ (This is Not A JPEG), Nike gift cards, EA Sports early game access passes, to a Zoom call with a Nike Footwear Design.
