Nike Adapt BB // Nike Adapt Testing Lab Experience

Creative direction and experience design for the launch of Nike’s first self-lacing shoe designed specifically for Basketball, the Nike Adapt BB. The entire first floor of House of Innovation NYC was transformed into the Nike Adapt Testing Lab, where consumers could access ultra-rare prototypes as well as participate in an interactive basketball trialing experience.

Nike Adapt Testing Lab // Entry Tunnel

Upon entry, visitors are immersed in a tunnel made of custom-designed server racks featuring the iconic double blue lights of the product. The sounds of the lacing engine firing fill the space and heat sensitive cameras track visitors’ movement within the tunnel.

Nike Adapt Testing Lab // Behind-the-Design

Inspired by the self-lacing sneakers featured in movie Back to the Future, visitors can interact with an over-sized flux capacitor displaying the iconic Air Mag shoe inside. The perimeter cases are filled with prototypes of the Adapt BB as well as the HyperAdapt 1.0.

Nike Adapt Testing Lab // The Brain

The Brain is the visual focal point of the Nike Adapt Testing Lab. Thousands of blue cables gather from the ceiling and the floor and culminate in 4 pairs of Adapt BB’s that are plugged in to the mainframe, which speaks to the product being “powered up”.

Nike Adapt Testing Lab // Adapt BB Trial Experience

Visitors can trial the product in an immersive digital environment inspired by motion capture studios and the Nike Sport Research Lab. An interactive floor tracks participants with a heat map animation as they trial the product and perform a scripted series of drills and movements.

Nike Adapt Testing Lab // Try-On Experience

To contrast the rest of the space, the try-on area is light, bright, and clean. Visitors gear up in the product and can interact with store staff to get a deep dive into the technology that powers the Adapt BB.

Nike Adapt Testing Lab // Tech Bar

The last stop in the journey is the Nike Adapt Tech Bar, where visitors can purchase the Adapt BB as well as shop a custom capsule collection created specifically for the experience.

Nike Adapt Testing Lab // Experience Takeaway

Each visitor that trials the product receives a custom poster, printed on-site, that compiles data collected during the session.

Nike Adapt Testing Lab // Capsule Collection

The capsule collection was inspired by motion capture studios and lab technicians and acta as an extension of the experience even after visitors leave the space.

Nike Adapt Testing 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.

Nike Partners

Senior Creative Director - Bryon Panaia
Lead Designer - Benjamin Kaplan
Executive Producer - Joshua Corey
Support Designer - Steven Berkas
Support Designer - Gabby Cool
Support Designer - Brian Farci
Support Designer - Andrew Galluzzo

Agency Partners

Digital Content - Accept & Proceed
Interactive Experience - Hovercraft
Fabrication - Bednark Studio
Fabrication - TwoSeven
Fabrication - ScenicCorps
Sound Design - Parallel Studio
Photography/Videography - Mo Daoud
Photography - Dorothy Hong