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Nike for Every Body - Customized AR Lens
It’s not always easy for Gen Z women to see themselves in Nike stores. Mannequins and athletes featured in displays feel out of reach when they should feel real, local, and relatable. Nike asked R/GA to pilot a digital solution that brings Nike to the individual woman—her styles, her values, and her community. R/GA were given the canvas of a new Nike Unite store in the diverse community of Watertown, Massachusetts, to test a new way to encourage exploration and inspiration in retail. Nike for Every Body uses Snapchat AR technology to reimagine store mannequins as dynamic digital models, to show how real women—with real bodies—wear and move in Nike apparel. Shoppers can hold up their phones as they walk through the store to experience realistic displays curated and transformed by the women of Watertown. Using a customized Snapchat AR lens (designed in partnership with pl.ai), shoppers could explore Nike products alongside real wearers and reviews from the community. At checkout, Watertown shoppers had the opportunity to add to their store’s digital lookbook by sharing looks, styling tips, reviews, and stories of their own via the Snapchat lens.
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