Nike Team Cool Bold Awesome Creative Case Study

A long-term, creative partnership that turns athletes into designers

Regardeless of their level, a football player's kit is about confidence as much as it's about performance. From junior professional, it's your amour from self-grassroots to greatness,"you belong there. And yet, this critical step in preparing the team's next season has been suprisingly traditional.

Turning Athletes into Designers

The process began with form the team meeting with a retailer armed with notes from players and managemtn. This customer then explaines what they are looking for, pointing to samples that are not quite right while flipping through a pile of catalogs the retailer offers. Hopfully, one of them is Nike.

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With a simplified customer-facing kit expersience, we skipped photography and its limitations to embrace 3D models.

Moving away from the hassle of paper catalogues

These clients had a clear of what they wanted but had no accurate way to capture and communicate it. To make mattersb worse, there were numerous ways their design could be misinterpreted. Teams woudl verbally describe how they wanted their kits to look and hoped that every person in the assembly chain would understand. Catalogue photography struggled to capture how material genuinely looked, leading to misaligned expectations for the final product. In the end, XX% of orders that did make it to Nike was returned for not matching the desired result.

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'The idea is strong as it's useful and personalised for teams and tailored to the needs of the various different sports. The execution is incredibly strong, easy to use, clear UX, enough choice and the 3D visuals are just next level.'

--- Dutch Creativity Awards

Developing a powerful 3D tool

A software solution powerful enough to enable players and coaches to become designers, yet light enough to run from niketeamfoorball.com would be the single solution to a list of problemt. With a simplified customer-facing kit expersience, we skipped photography and its limitations to embrace 3D models. We required 3D models so precise that you could almost touch the material to avoid new wave returns.


In our search for the right partner, we met Smoke & Mirrors, specialist in scanning 3D fabrics. With a rig of 180 cameras capturing hi-res data where each final article of clothing, from shirts to socks, contained more than 2Gb. This method allowed for creating digital twins of Nike's materials, deliverd inmlayers that enabled exceptionally flexible customization.

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A solution build to scale that creates digital twins

With 40 individual colours, 20 unique jersey designs, we have given clients the power to control every variable. Adding up model choice, colour combination, and material selection provides thousands of optionsbefore you even get to team and sponser logos with player names. Client account allow the designated designer to share the results with every team memeber before approaching a retailer. Consequently, the true-to-life rendors dramatically reduced returns by a projected XX%. Likewise, it signficantly reduced the workflow, removing the need to photograph every colour .


For retailers, players and teams, it provides them with the latest Nike sport innovations and information. The simplified experience secures trust that players will receive precisely the kits they design. The signature Nike style for visuals means the kit configurator generates striking design assets that are applied throughout the customer journey-- in social, shop experience, order confirmation and even aftercare.

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The signature Nike style for visuals the kit configuratr generates striking design assets that are applied throughout the customer journey-- in social, shop experience, order confirmation and even aftercare.

Auke Meijer
CFO/COO
auke@thevally.nl
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Philip Kok
CEO
philip@thevally.nl
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