Nike Adapt BB is Nike’s most advanced fit solution to date. A platform that creates a truly custom fit by combining an advanced power-lacing system, an app and continually updated firmware. A move into a world of intelligent products that will herald a new age of 'the connected athlete'.
We partnered with Nike to transform the NYHQ indoor basketball court, which measures 4,000 square feet, into an immersive experience for the unveiling of the Nike Adapt BB at the Nike Headquarters in New York.
Just like the product, both the space and try on experience were responsive to attendees, layered with proximity triggered moving image content that told the story of the Adapt platform, from its original conception in Back to the Future and its evolution to the final product we see today in the NBA.
The Nike Adapt platform heralds a new age of connected product allowing deeper insights that will feedback into Nike's future innovation. Dropped in February the Nike Adapt BB pre-order sold out in 8 minutes and is currently one of the most sought after footwear products on the market.