Nike Adapt BB
Launch Event



Nike Adapt BB

Introducing the most advanced,
custom fit platform

Nike Adapt is a platform that creates a truly custom fit by combining an advanced power-lacing system, an app and continually updated firmware. Nike’s most advanced fit solution to date, the Nike Adapt BB moves us into a world of intelligent products that will herald a new age of 'the connected athlete'.

We partnered with Nike to transform the 4,000sqft indoor basketball court within their New York headquarters into an immersive experience for the unveiling of the new Nike Adapt BB. Just like the shoe, we created a responsive try-on experience for attendees and layered the space with proximity-triggered moving image content that told the story of the Adapt platform. 

The moving image shared the journey from the shoe’s original conception in Back to the Future through to its evolution and the final product we see today in the NBA. Dropped in February 2019, 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.