After two years of biomechanical and materials research — and thousands of hours of wear-testing — Nike’s drive to create products that enable optimal performance for women culminated in a scene-stealing fall release. For Nike Global Communications, this wasn’t just a fashion story; it was an engineering story. To showcase the groundbreaking innovation behind the new line, we created a series of films that revealed how designers had used biomechanical testing to track every movement of the female athlete’s body through her workout, and how designers had applied what they had learned to structural design as well as the selection of fabric, color, molding and trim. We then built a slick microsite— presented in six different languages —to serve as a hub for media partners worldwide to learn about the science behind the new bras, footwear and apparel.
View the microsite here.
User Name: nikewomen, Password: designinnovation