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Nike Department of the Unimaginable

We designed and created a Nike Science lab in London and Paris for kids to become scientists for the day and experiment on air before designing the future air max sole.

We designed and created a Nike Science lab in London and Paris for kids to become scientists for the day and experiment on air before designing the future air max sole. This semi- fictious department gave a brief education on the history of Nike air and why they use air in their products.

Our team created three self-contained experiments to immerse kids into their role as an employee at the department of the unimaginable. The kids were able to test the capabilities of air, this demonstrated to them how strong, expansive and durable air is as a material. They were then able to enter a competition to visit this department in Atlanta by designing their own air max sole on an iPad.

We measured the effectiveness by the number of kids that came through activation, how engaged they were and the amount of entries submitted on the website.