Nike PERSONA AR Suit

Category: AR, Wearables, Digital Fashion
Date: 04.2022
Location: Pasadena, California
ArtCenter College of Design

“Nike PERSONA AR Suit” aims to transcend the limitations separating the digital and physical realms, and it also serves as my graduation project. This concept seeks to seamlessly integrate our digital personas within our physical existence, dissolve the barriers between the physical and digital realms, allowing constant modification and interchangeability.

It also introduces an Augmented Reality (AR) campaign explicitly tailored for Nike's phygital community, enhancing the connection between digital and physical experiences."

*Student project/not affiliated with Nike.

00/Abstract

Following Nike's acquisition of RTFKT, an exciting new frontier in digital fashion and interactive technology was unveiled, serving as a profound inspiration for my graduation project, the "Nike PERSONA AR Suit", aims to bridge the once distinct realms of digital identity and physical presence, leveraging the synergies between Nike's innovative spirit and RTFKT's mastery in digital creation.

My project is designed to seamlessly integrate digital personas with our physical existence, utilizing Augmented Reality (AR) to dissolve the boundaries between our online and offline worlds. It proposes a dynamic, interchangeable platform where digital self-expression and physical experience coexist and enhance one another.

Imagian there is a communitywhere everyone is rocking with the same “white suit”, yet we stand out individually through our unique digital enhancements. This allows us to tailor our expression to select audiences within our circle.

Our apparel will be a “phygital” blend: a base of physical clothing enhanced by multiple layers of digital accessories. This fusion lets you carry your digital wardrobe into the physical realm, switching between digital personas at will.

In this context, the "Nike PERSONA AR Suit" introduces an AR campaign tailored specifically for Nike's “phygital” community, fostering a richer interaction between digital enhancements and the physical environment. By doing so, it not only celebrates the fusion of Nike's athletic heritage with RTFKT's digital artistry but also sets a new standard for personal expression in the digital age. This project is my conduit between these two pioneering entities, envisioning a future where fashion transcends the physical to include the limitless possibilities of the digital realm.

01/Concept

This is a concept in the XR world called “trigger”:

“An Augmented Reality trigger is the use of a real world element such as objects or faces to place virtual content to provide the user an experience.”

Such as a poster or a manu that SNKRS app used. People use their phone camera for AR experience.

Identifying the optimal "trigger" is crucial for enhancing the overall experience. In my scenario, these triggers need to be easily locatable and recognizable by machines, and ubiquitously present or, at the very least, simple to implement.

What would be the best trigger? The Nike Swoosh.

02/Solution

Leveraging the ubiquity of the Nike Swoosh, one of the world's most recognizable logos, as an Augmented Reality (AR) trigger can transform everyday encounters with the brand into gateways for an immersive experience.

Imagine if every Nike Swoosh — whether on your Air Force 1s, a friend's hoodie, a billboard on Melrose, or a Nike advertisement on YouTube — could serve as a portal to "AR-ready" products or experiences. This approach could seamlessly integrate into our surroundings, inviting people into an enhanced community experience through specific devices.

A question arises: How can we distinguish between different Nike Swooshes to offer varied experiences? This challenge needs to differentiate and activate unique AR experiences based on the context or location of each Swoosh, ensuring a custumized and interactive brand engagement.

02.1/The Swoosh QR-code

This is a Swoosh QR-code mock-up (left).

The invention of the QR code in 1994 stands as a pivotal milestone in digitalization. Each QR code uniquely corresponds to specific information or, in some cases, serves no immediate purpose, acting as a conduit between the digital and physical worlds. This technology has seamlessly integrated into various aspects of daily life, symbolizing the fusion of our online and offline experiences.

In my project, to bridge the digital and physical realms effectively, I've reimagined the Nike Swoosh as QR codes. Each unique variation corresponds to a specific digital experience or what I refer to as "add-ons." This concept, inspired by the innovative demo of RTFKT as seen in their videos, becomes readily achievable through the Swoosh QR-codes, offering a broad spectrum of choices.

This approach not only enhances the interactive dimension of Nike products but also enriches the user experience with diverse digital layers accessible through a simple scan.

02.2/Responsive Physical QR-code

Implementing the Swoosh QR-code onto physical products presents a creative challenge, especially when it comes to tangible items like garments. For more straightforward applications like billboards, transitioning them into digital displays offers a simple solution.

However, embedding this technology into clothing requires innovative materials, such as conductive or color-changing fabrics. These fabrics can switch between two visual states, allowing them to function as QR codes when arranged in a specific pattern. They act as a bridge between physical actions and digital reactions, transforming physical interactions into changes in the Swoosh QR-codes. This mechanism is pivotal for transcending the barriers between the physical and digital realms.

By employing various Swoosh QR-codes on physical objects, we can use augmented reality (AR) devices to initiate digital enhancements (which would be AR-goggles in my case), such as texture mapping, material transformation, and geometric displacement, similar to using modifiers in 3D modeling software like Blender. This approach not only brings a new level of interactivity to Nike products but also significantly expands the scope of digital experiences accessible through everyday objects, embodying the concept of breaking the fourth wall between our physical and digital lives.

02.3/Community

Drawing inspiration from the Nike Air Force 1 campaign, which embraced themes of aviation and flight, the original AF1's introduction was perfectly complemented by the flight suit, symbolizing a significant advancement in technology. This concept of flight not only captures the spirit of innovation but also embodies the idea of community.

Envisioning a whole white suit as a blank canvas, it invites endless digital creativity. Imagine donning your white flight suit featured the interchangeable Swoosh-QR codes, paired with AR-goggles, ready to dive into a world where your digital fantasies become part of your everyday reality.

03/AR Products & Deliverables

AR-Googles

AR-Base suit

An example of the digital add-on

P.S. This is my grad shoe setting, I made a “fake” holographic projection to present my 3D models.

(More Process)

Digitalism

Our identities are increasingly multifaceted. Every Instagram post, LinkedIn profile update, left swipe on dating apps, and even the cookies in our Chrome browsers contribute to a complex mosaic of our online personas. These digital footprints, intentionally or not, are crafting an avatar that represents us in the virtual world, layer by layer.

During the Covid pandemic, our lives shifted significantly towards the virtual realm. As outdoor activities dwindled, online platforms for work, meetings, and social interactions, like Zoom and remote work, surged in popularity. This transition wasn't just a temporary adjustment but marked the beginning of a new and different era.

The fashion industry, too, began to embrace this digital wave. Brands turned their focus online, exploring digital fashion, virtual try-ons, live-streamed fashion shows, and VR gaming experiences. This move towards digitalization reflects a broader trend of blending fashion with mixed reality. People were trying to reshape how we engage with style in a post-pandemic world.

Insights

Solution

Sean/G

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