Experiential

Generative Design

Nike

Rise: Intelligent Retail System

NIKE Rise is an innovative system for content generation and brand management, designed to rapidly and consistently scale the brand's retail experiences worldwide.

The system is used globally to adapt campaigns to a wide variety of locations, architectural styles, and display formats. It breathes life into these spaces by generating fresh moving-image content, captivating audiences with data-driven storytelling, and enriching the experience with interactive elements.

A single digital hub allows everything to be managed centrally and to deliver dynamic content in real-time to a constantly growing and evolving fleet of stores.

From a systematic approach to graphic and motion design, through to its powerful back-end and front-end infrastructure, the Rise system is designed to scale from flagship to boutique while retaining beautiful, dynamic and ever-changing compositions.

Nike Rise offers a glimpse into the future of our shared spaces, dynamic environments that can listen and respond to the people that use them.

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Modular by Design

Adapting to match any screen size or physical architecture, Nike Rise is flexible and modular by design. Freedom from traditional restraints means that designers can work more closely with the natural flow of local spaces, creating more unique retail experiences. This allows for the creation of impactful digital touchpoints without increasing the burden on content teams.

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Generative Surface

A real-time generative and adaptable front-of-house software composes and animates digital displays following the brand vision.

This streamlines the delivery of content across screens and spaces, enhancing the creative process, making it more reactive and flexible. By generating engaging visual compositions, it scales effortlessly to reach a broader audience more quickly across the globe.

As a front-of-house adaptive brand visualiser, it automates the process of editing and formatting content for multiple displays, saving valuable time from concept to display.

Seasonal Flexibility

Nike Rise is as flexible and evolutionary as the brand itself — adapting to new products, campaigns, and stories — while maintaining a consistent brand vision. Allowing for the easy adaptation of any campaign with unique colours, graphics, and imagery, the Nike system enables spaces to take on the flavour of any new campaign while retaining the in-store visual concepts.

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Managed Globally

Connected through the cloud, global and local teams can manage all locations remotely through a web console. Teams are able to build, schedule, and manage content across stores and visualise the outcomes, creating a flexible ecosystem for campaign creation and planning.

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Live + Connected

At the centre of every store, a digital heartbeat works to synchronize and feed live data to each touchpoint. Being live and connected allows us to be more fluent and visualise localised, dynamic, and up-to-date information. Through a graphic map, we can serve unique community stories, creating more personal connections with local visitors, ranging from local Nike events to stories focused on runs and activities in the area.

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Infused with AI

The key to harnessing the strengths of AI is to infuse small parts of it in smart ways. Throughout our Intelligent retail systems we use AI to sort and crop assets, extract colours and create localised stories. At the heart of our storytelling we investigated an AI-based sports caster capable of translating sports stats and results into engaging stories with local nuance and feel.

Collaboration


The project is the result of a strong ongoing partnership between Nike, their in-house teams and creative partners and FIELD.

This combined team brought an immense expertise in brand design, generative technology and retail business savvy to the table to allow a truly ground-breaking digital transformation project to come to life.

We're passionate about creating the future of brand experience and helping our global partners solve their most challenging problems.

If you're interested in learning more about our systematic design approach and generative AI technology, please get in touch to set up a short intro with our creative team.

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Created by

FIELD.IO

Client

NIKE

Executive Creative Direction

Marcus Wendt

Creative Director

Xander Marritt

Executive Producer

Xavier Boivin

Producer

Simon Brown

Senior Frontend Developer

Bruno Imbrizi

Senior Backend Developer

Cornelius Carstens

Experiential Designer

Xander Marritt

Experiential Designer

Gianluca Monaco

Experiential Designer

Jack Grafton

Experiential Designer

Tom Schwaiger

Experiential Designer

Slawek Michalt

Experiential Designer

Matyas Czel

Motion Design

Crisscross

Frontend Developer

Bruno Imbrizi

Frontend Developer

Gianluca Monaco

Frontend Developer

Ezekiel Aquino

Frontend Developer

Guido Schmidt

Frontend Developer

Raphaël Améaume

Frontend Developer

Daan Rongen

Frontend Developer

George Corney

Frontend Developer

Mickey van Olst

Frontend Developer

Bernhard Hoffmann

Backend Development

Cornelius Carstens

Backend Development

Sophie Houser

Backend Development

Alex Barlow

Backend Development

Riccardo Cambiassi

Backend Development

Casper Wortmann

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