CLIENT
PROJECT
DETAIL
NIKE
FE/NOM FLYKNIT BRA
The Fe/Nom Flyknit Bra is an ingenius use of Nike innovation like no other. Nike Flyknit, which debuted at the 2012 London games with the Nike Flyknit Racer, is a digitally-engineered knitting process best known for its role in lightweight, formfitting and virtually seamless shoe uppers. Today the technology is used in Nike footwear across sport, from the Nike Epic React running shoe to LeBron James’s signature basketball shoes. To take Flyknit from the foot to the body for the first time, engineers and designers put in more than 600 hours of rigorous biometric testing, including motion capture and creating atlas maps.
We wanted to tell this incredible innovation story and show not only the manufacturing process but introduce the story of the designers behind this iconic product. We worked with Benedict Redgrove on a short film peeling back the curtain on their creative process and the incredible story of this product at the crossroads of sport, innovation, fashion and design. All of this was brought to life through an immersive environment to explore and a host of experiences for women to discover this product.
CLIENT
PROJECT
NIKE
FLYKNIT FE/NOM
DESCRIPTION
The Fe/Nom Flyknit Bra is an ingenius use of Nike innovation like no other. Nike Flyknit, which debuted at the 2012 London games with the Nike Flyknit Racer, is a digitally-engineered knitting process best known for its role in lightweight, formfitting and virtually seamless shoe uppers. Today the technology is used in Nike footwear across sport, from the Nike Epic React running shoe to LeBron James’s signature basketball shoes. To take Flyknit from the foot to the body for the first time, engineers and designers put in more than 600 hours of rigorous biometric testing, including motion capture and creating atlas maps.
We wanted to tell this incredible innovation story and show not only the manufacturing process but introduce the story of the designers behind this iconic product. We worked with Benedict Redgrove on a short film peeling back the curtain on their creative process and the incredible story of this product at the crossroads of sport, innovation, fashion and design. All of this was brought to life through an immersive environment to explore and a host of experiences for women to discover this product.
BRAND
TEAM
TITLE
NAME
NIKE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
BRYON PANAIA
BRAND
NIKE
TEAM
TITLE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
NAME