Nike AR Retail
We ran a workshop for Nike focused on the principle that if you have a body, you’re an athlete. But that doesn’t always feel true in today’s retail experience—as reflected in declining rates of fitness interest among Gen Z women.
How might Nike use AR to make in-store shopping more inclusive, relatable, and affirming?
The result was a pilot program in Watertown, MA, that augmented mannequins with real bodies that more accurately represent everyday customers. These AR mannequins were based on women from the community, with a broad range of body types. Customers previewed outfits on these AR models, and also received crowd-sourced styling tips and reviews from the women of Watertown. Any shopper could also contribute their own snaps to a growing community lookbook.
This execution worked to drive a 43% increase in Gen Z women memberships, and a 20% increase in Nike members transactions.
Watch the case film
