PROJECT DETAILS
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Type: Social and Image Compositing
Client: NIKEiD
Agency: Ignition Creative
Agency: Ignition Creative
Date: Nov, 2013 - June, 2014
The NIKEiD: Player Edition series features the inspiration behind the shoes worn by Nike Basketball's roster of top NBA players. Until now these players' shoes were one-of-a-kind exclusives, now they are made on NIKEiD.com with the same tools anyone can use. Each shoe is designed with the player in mind, using custom colorways and personal iD tags inspired by childhood memories, skills on the court, even fierce rivalries. Our goal was to shed light on the moments that made the shoe and inspire consumers to create their own on NIKEiD.com.
Every shoe received the royal treatment with custom photo shoots and environments created from scratch that captures the essence of the story. All images were featured on Nike.com and as posts on the official Facebook and Twitter pages. Social posts were made during the games to reach Nike Basketball fans, giving them the opportunity to buy the shoes worn by their favorite players—or design a pair inspired by their own story.
IMAGE COMPOSITES
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THE OTHER SIDE OF TY
Ty Lawson transforms into his speedy on-court alter ego, Chico, in new Zoom Soldier VII iD’s.
Ty Lawson: Denver Nuggets
BATTLE OF THE BOROUGHS
All eyes were on New York when JR Smith laced up his Team Swish KD VI iD’s in a matchup against his crosstown rival.
All eyes were on New York when JR Smith laced up his Team Swish KD VI iD’s in a matchup against his crosstown rival.
JR Smith: New York Knicks
BATTLE OF THE BOROUGHS
Deron Williams aims to make Brooklyn proud in Hyperdunk iD’s proving he’s the true King of New York.
Deron Williams aims to make Brooklyn proud in Hyperdunk iD’s proving he’s the true King of New York.
Deron Williams: Brooklyn Nets
THE REMATCH
Wearing Hyperdunk Low iD’s, Paul George leads his band of brothers into Miami to prove they’re the best in the East.
Wearing Hyperdunk Low iD’s, Paul George leads his band of brothers into Miami to prove they’re the best in the East.
Paul George: Indiana Pacers
ODE TO HISTORY
Nick Young gets back to his roots with “MLPS” tagged on the inside of his Kobe 8 Pit Viper iD’s.
Nick Young gets back to his roots with “MLPS” tagged on the inside of his Kobe 8 Pit Viper iD’s.
Nick Young: Los Angeles Lakers
DRESSED TO IMPRESS
Preparing to cease the top spot in the West, Chris Paul dresses for the occasion in a pair of Argyle CP3 VII iD’s.
Preparing to cease the top spot in the West, Chris Paul dresses for the occasion in a pair of Argyle CP3 VII iD’s.
Chris Paul: Los Angeles Clippers
WELCOMING IN THE NEW YEAR
Kevin Durant keeps his promise to shake up 2014 in Chroma KD VI iD’s that embody his transformative game.
Kevin Durant keeps his promise to shake up 2014 in Chroma KD VI iD’s that embody his transformative game.
Kevin Durant: Oklahoma City Thunder
PRECISION PERFORMANCE
Stepping into the spotlight, Kevin Durant makes his next big move debuting KD VI iD’s in the Precision Pattern.
Stepping into the spotlight, Kevin Durant makes his next big move debuting KD VI iD’s in the Precision Pattern.
Kevin Durant: Oklahoma City Thunder
CHINESE NEW YEAR
A shout out to his fans in China, Kevin Durant lights up the court in a pair of KD VI Harmony iD's to celebrate the Chinese New Year.
A shout out to his fans in China, Kevin Durant lights up the court in a pair of KD VI Harmony iD's to celebrate the Chinese New Year.
Kevin Durant: Oklahoma City Thunder
SWAGGY ON THE ROAD
Nick Young’s distinctive street style debuts on the court in a pair of all-yellow Kobe 8 iD’s.
Nick Young’s distinctive street style debuts on the court in a pair of all-yellow Kobe 8 iD’s.
Nick Young: Los Angeles Lakers
MAKING HIS MARK
Inspired by the street art that surrounded his childhood home in Maryland, Kevin Durant makes his mark in KD VI iD’s.
Inspired by the street art that surrounded his childhood home in Maryland, Kevin Durant makes his mark in KD VI iD’s.
Kevin Durant: Oklahoma City Thunder
THE BLACKOUT
When the spotlight's on, Ty Lawson is lights out.
When the spotlight's on, Ty Lawson is lights out.
Ty Lawson: Denver Nuggets
COMING INTO FOCUS
JR Smith has the ball. The crowd disappears. The lights go down. The noise dies out. It’s about the game.
JR Smith has the ball. The crowd disappears. The lights go down. The noise dies out. It’s about the game.
JR Smith: New York Knicks
HERO STATUS
Chris Paul delivered a pair of these custom CP3's to the shoe's designer: 11- year-old Massai Walker and CP3's biggest fan.
Chris Paul delivered a pair of these custom CP3's to the shoe's designer: 11- year-old Massai Walker and CP3's biggest fan.
Chris Paul: Los Angeles Clippers
THE GREEK FREAK
Making his All-Star Game debut, Giannis Antetokounmpo steps off the pedastal and into the spotlight.
Making his All-Star Game debut, Giannis Antetokounmpo steps off the pedastal and into the spotlight.
Giannis Antetokounmpo: Milwaukee Bucks
MARDI GRAS
While they call for beads in New Orleans, Blake Griffin catches big assists Mardi Gras style in Jordan Super Fly 2 iD's.
While they call for beads in New Orleans, Blake Griffin catches big assists Mardi Gras style in Jordan Super Fly 2 iD's.
Blake Griffin: Los Angeles Clippers
MASKED CRUSADER
It’s not the mask. It’s his game that defines him.
It’s not the mask. It’s his game that defines him.
LeBron James: Miami Heat
CONCEPT SKETCHES
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CREDITS
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Executive Creative Direction: Chris Eyerman
Creative Direction: Anyez Cheung, Nick Boes
Art Direction: Nick Boes
Producer: Lizzie Ruiz
Design: Nick Boes
Production Design: Austin Greene
Image Compositing: Nick Boes
Copywriting: Arin Delaney
Sketch Artist: Jason Badower
Photography : Cullin Tobin, Justin Ponce
Creative Direction: Anyez Cheung, Nick Boes
Art Direction: Nick Boes
Producer: Lizzie Ruiz
Design: Nick Boes
Production Design: Austin Greene
Image Compositing: Nick Boes
Copywriting: Arin Delaney
Sketch Artist: Jason Badower
Photography : Cullin Tobin, Justin Ponce
