A virtual experience for media supporting the launch of the Nike (M) collection.
When launching their debut maternity collection, Nike (M), during the COVID-19 shutdown, Nike asked us to reimagine the traditional press briefing for the digital world, seeking to share the collection with media in an impactful way. From this, we created Nike's Stages of Life virtual experience.
Inviting 50+ global media attendees, Stages of Life provided in-depth access and personal storytelling around the launch of the Nike (M) collection in a number of ways.
In addition to one-on-one interviews between designers and press, the microsite featured a live presentation from Nike Design Director for Apparel Innovation, Carmen Zolman.
The experience also included a hand-done digital scrapbook featuring technical and anecdotal product information, athlete quotes, custom Shawna X illustrations, and unreleased campaign imagery by renowned photographer and mother Cass Bird.
Stages of Life demonstrated Nike's powerful narrative around inclusive design and how with Nike (M), the brand is serving female athletes at the next phase of their life - motherhood.