Insight

Ask almost any runner about shoes. Many will tell you that Nikes don’t fit them.

Nike had been chasing the dream of footwear that was data-informed and designed to move with the foot in motion. The result was FlyKnit; an upper made from one continuous thread. FlyKnit had many core benefits, from sustainability to lightweight to fit—not to mention the comfort of the Lunar outsole.

This innovation in running footwear needed a singular communication strategy that was intuitive and inspirational.

What we did
  • _ Image design
  • _ Brand system
  • _ Retail experience
  • _ Brand positioning
  • _ Brand film
Nike-Flyknit_Hero Image

Outcome

The perfect fit for the perfect run

We translated the technical achievement of FlyKnit into a consumer benefit that runners wanted, which was comfort via the perfect fit. Nikes have a reputation amongst runners for not fitting well, and FlyKnit was a perfect platform to address this perception.

By rendering the FlyKnit as a threaded foot, we captured the benefit of the perfect fit simply and memorably.

 

 

This simple, arresting idea became a retail strategy that was implemented around the world, along with film and digital assets to build a cohesive campaign across both advertising, digital and physical retail. 

The Nike Flyknit became Nike’s best-selling running shoe, and launched several Flyknit models, establishing Nike’s leadership in sustainability and performance.

Shirt design