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A business transformation consultancy.
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Nike was one of the first brands to recognize and elevate the importance of women in sports. And as such, the Nike Women’s Marathon was far more than a marketing vehicle or product showcase—it was powerful and tangible evidence of Nike’s commitment to women. Nike’s desire is to constantly evolve the event, their support of female athletes, and their understanding of her needs. BILD partners were asked to take the event to the next level by designing a new experience that would inspire and engage women of all ages and abilities to get involved.
client
NIke
industry
Women’s Sport Apparel
services
Stakeholder Experiences, Market Positioning, Service Design
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We dove into the project with the goal of creating an event that became a deep, lasting memory for participants and fans alike. The resulting San Francisco Landmark Flower visual concept design took over the city for the days preceding the event, symbolizing the strength of women athletes and the amplification of their power when they come together around an issue like breast cancer. The flower-themed merchandise at Nike’s downtown store sold out the day of the race and the experience design was so successful that Nike elected to use it for the next two marathons—an unprecedented decision for a company so committed to continuous innovation in their design.
