Situation:

The Air Max 720 silhouette was found very futuristic and hard shoe for everyday use at focus group sessions, but after the sneakers were tried on, They loved the shoes on foot and found it very comfortable. On the other hand, the new generation in Istanbul had an appetite for collectivity, were seeking co-creation to produce something and ‘’virtual’’ was the actual reality in their world. That’s why finding a solution to both increase the product trial and fullfill their intention for being a part of a collective project was needed.

Brief:

- Launch Air Max 720 with cultural movers to inspire Gen Z with the aim of creating the future together.

- Product trial in an innovative futuristic way

- Create awareness for the new silhouette of Air Max 720

Objectives:

- Fuel the next generation of istanbul by co-creating Nike air memories with AIR MAX 720

Laboratory was installed into Nike store and mobile experiment crew took over the places in the city for the launch of ‘Air Max 720’. In these labs, participants were asked to try on the new Air Max 720 and watch AM720 innovation videos. While they were watching and trying the new shoes, their feelings toward the sneakers were recorded with Emotiv EEG technology. After that, personalized video indicating participants emotions was created with point cloud selfie. These data later on was and shared with Refik Anadol, pioneer new media artist known for creating data sculptures by using brainwave analyzes. He used this data to create data sculpture. Refik was inspired by neuron firing that creates focus and meditation emotions in the brain. The neural network developed by the emotions formed simulation that moves with power of AIR. Artwork was exhibited in Nike Stores and in public space in the city.

Data Gathering:

Emotiv 7 Channel EEG device was used for recording brainwaves while trying Air Max 720 sneakers.

An algorithm was developed for calculating emotional responses and was applied in the experiment results for each participant.

Data Interpretation:

Personalized emotional info-graphic and point cloud selfie videos were created accordingly and shared with each participant in real-time.

Collective data of 720 participants was shared with Refik Anadol, a pioneer new media artist known for creating data sculptures by using brainwave analyzes.

Refik Anadol used ‘focus/attention’ data for creating the air simulation on a neural network field of 720.000 synapses which represents participants’ emotions.

Air simulation movement over the synapse field was created by 720 different peoples’ emotions.

Targeting:

Collecting more than 720 participant's data to create an animation movement for the data sculpture

Making people a part of a data sculpture artwork created collectively.

_Implementation

Implementation

Nike store was turned into a lab and a mobile experiment lab took over universities, campaign doors, and concerts. Air Max 720 experiments were implemented within this labs for a month.

After 720 people’s data of emotions was gathered, these data were shared with Refik Anadol and the artist transformed this collective data into a data sculpture.

The data sculpture then was exhibited in selected Nike stores and in a public outdoor space in the middle of the city.

_Placement

4 x Nike stores

1 x Outdoor giant screen

_Brand Relevance

720 People contributed to the making of Refik Anadol’s data sculpture via how they felt towards the new Air Max 720. The data of emotions collected during the experiments was then transformed into an air simulation for the artwork.

_Touch Points

Personalized emotional data videos were shared with consumer real-time after the experiment.

Lab installed in Nike stores educating people with the information of EEG technology, data, brainwaves and how data turns into an artwork.

_Materials, style elements, design choices

EEG data reports

VVVV software

Emotion map algorithm

Synaptic representation of 720 participants - 100.000 neuron for each

Air simulation

Colorway of the brand campaign

Unique Mobile Station design

_Method and Process

Brainwave analyze with EEG device

Data collection

Data shared with the artist

Artist used VVVV modules for creating air simulation algorithm with the data

_Timeline

Experiment in stores & mobile

Data shared with Refik Anadol

Artist created an artwork

Artwork exhibited on selected Nike stores and outdoor giant screen

Info-graphical videos created by the participants' brainwave data were shared as a report in real-time.

Consumer emotional response turned into an artwork, thus the experience was transformed into a collective creation.

• 14.8 MIO Estimated organic reach >> influencer sharings from EEG experiment + Refik Anadol’s work

• 12.6 MIO unique paid media reach & 41M impression >> to drive consumers to both EEG experiment and the Exhibition

• Call to action videos to the experiment and exhibition social media posts were watched 2.4 MIO times

• 290K clicks generated to nike.com (paid)

Business Impact:

• AIR MAX FAMILY GROWTH +68%: total revenue increase in whole air max family after air max 720 launch compare to previous period.

Response rate:

• 1200 people donated their feelings

Change in behaviour:

Significant Increase in product trial rate have been observed in Istinye Park Nike Store which the EEG experiment lab placed.