Nike AF1 40th Anniversary: Join Forces
The moment it came onto the scene 40 years ago, Nike Air Force 1’s became a force. Today, Air Force 1’s continue to be one of the world’s most iconic and timeless silhouettes that wearers reach for time and time again. So it’s no surprise that it’s also a fan-favorite, specifically amongst dancers. The 40th anniversary of AF1’s celebrates the ways dance fosters creativity in community while elevating individual style and self expression in positive ways. I worked closely with art direction, marketing & social stakeholders, digital writing & QA to produce all still and motion assets unique to the .com & app landscape for the global launch and subsequent locale launches in North America, APLA and EMEA.
Role Digital design & production
Deliverables .com web digital executions (desktop and mobile versions of landing pages, product content below the fold, hero & secondary placement banners, videos & GIFs), app card & threads and emails
Design System Overview
The 40th anniversary campaign launched globally around the idea of dance communities (Memphis Jookin, So Dope Academy and RHEAHATATOKYO) “Joining Forces.” The modular quality of our design system allowed us to showcase collective group shots with individual shots as well as, and also highlighting specific men’s and women’s products alongside them. Bespoke elements like the custom “Force” lockup mixed with script typography helped visuals feel elevated and classic, while bringing in the grittiness and bold expressions of street dance culture.
Nike.com Digital Executions (Desktop & Mobile)
We were able to bring in energy and motion through intentional use of video and GIFs in specific desktop and mobile placements. Horizontal placements on .com show the wider stitched photos, while on mobile, the stills cycle through different frames of the desktop banner as a GIF.
Nike.com Product Detail Page Content (Below Fold)
Created custom below the fold content for AF1 product detail pages to help highlight the 40th anniversary colorways, product close ups and on the body, as well as showing the launch video to show the infectious energy behind the campaign.
Nike.com AF1 Landing Page (Desktop & Mobile)
Refreshed the evergreen Air Force 1 landing page with the global launch video, the dance communities that participated in the 40th anniversary campaign, as well as updated lifestyle & product images for Men’s, Women’s and Kid’s. Check out the live page and the global launch video here.
Nike App Card & Thread
App Card & Thread lives within the Nike mobile app experience as tiles the customer can vertically scroll through to discover new campaigns and product launches. Once they click “Learn More”, it takes them into the thread portion which has carousels for images or video to help communicate the story of a campaign at a deeper level and the ability to purchase product at the bottom.
Emails
The emails showcase the two headlining groups out of North America: Memphis Jookin and The Council LA, while highlighting the mens’ exclusive and womens’ exclusive Join Forces Pack colorways.
