NIke Air Imagination

Roles

  • Product Design
  • Design Direction
  • Generative AI

Year

March 2024

Description

Nike’s next generation of audiences doesn’t want to watch from the sidelines — they want in. AirImagination was built to answer that call. We created a first-of-its-kind platform powered by a proprietary AI model trained exclusively on Nike’s vault — giving users unprecedented access to over 40 years of Air innovation for the very first time. Built on technology piloted through Nike’s A.I.R. design project, we scaled it into a full consumer product, training custom LoRAs to ensure every generated design felt authentically Nike. An intuitive conversational interface made AI-powered shoe design accessible to anyone, no skills required. Users could browse the archive, remix iconic silhouettes, and share their creations through a live community gallery — sparking creativity at a scale only Nike’s legacy could fuel.

To mark the launch on Air Max Day, we took AirImagination off the screen and into the world — spanning digital, retail, experiential, and out-of-home. The campaign culminated in a collaboration with Tobey McIntosh of Crenshaw Skate Club, bringing a community-designed concept to life as a fully 3D-printed prototype. A partnership that embodied everything AirImagination stood for — culture, creativity, and community ownership.