Nike Air Max Lebron 17 // Nike Basketball Innovation Lab Experience

Creative direction and experience design for the launch of the Nike Air Max Lebron 17 at House of Innovation NYC. Highlights include: a full genealogy of Lebron Footwear from 1 to 17, innovation sculptures unpacking the three key product technologies, a life-sized, fully-realistic, 3D-printed King James mannequin, and a 180-degree bullet cam trial experience for consumers of all skill levels.

Nike Basketball Innovation Lab // Lebron Genealogy Experience

The journey begins with an introduction to the genealogy of Lebron’s signature footwear from 1 to 17. The products were hand delivered by Nike historians, giving visitors exclusive, up close and personal, access to rare Nike DNA artifacts.

Nike Basketball Innovation Lab // Innovation Vignettes

The experience continues with three innovation vignettes that unpack the major technologies that power the Lebron 17: Air Max, Air Zoom, and Knitposite. Each display was designed to replicate the machines and equipment found in Nike’s Air manufacturing facilities.

Nike Basketball Innovation Lab // Lebron 17 Trial Experience

Visitors were invited to trial the Lebron 17 in an environment inspired by the product testing facilities found at Nike’s WHQ in Beaverton, OR.

Lebron 17 Trial Experience // Digital Takeaway

Inspired by the countless photos and videos of Lebron’s iconic dunks over the course of his career, the trial experience gave visitors the opportunity to feel like an NBA superstar and trial the Lebron 17’s like the King himself. The result was a shareable motion asset captured in stop-motion by an array of over 50 precisely tuned cameras.

Nike Basketball Innovation Lab // Lebron’s Locker Room

The last stop on the journey was Lebron’s locker room, where visitors can shop the Lebron 17 as well as supporting apparel. The area is anchored by a life-sized replica of the King himself, with a supporting structure designed to resemble a motion capture booth.

Nike Basketball Innovation Lab // Staff Dress

Store staff were outfitted as Lab Technicians, further bringing to life the Nike Basketball Innovation Lab experience.

Nike Basketball Innovation Lab // Digital Content

Large scale digital content tells the story of the process of innovation, from prototype to finished product worn by some of basketball’s most elite athletes.