United StatesConsumer goods2024 – ongoingNike
Generative AI concept development for A.I.R. footwear prototypes
Nike used AI-generated concepts to develop 13 athlete footwear prototypes
Problem
Nike's design teams needed to translate athletes' preferences and personal references into footwear concepts. The concepts also had to accommodate each athlete's sporting requirements.
Approach
Designers interviewed athletes and entered their responses into generative AI tools through iterative prompts. The resulting visuals supplied inspiration for design teams. Designers refined selected directions into physical prototypes using digital design and 3D printing.
Results
Takeaway
AI expanded the pool of visual starting points, while designers handled selection and physical development. The prototypes did not establish commercial sales or athletic performance gains.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- IT and R&D
- Innovation type
- Process innovationProduct and service innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
Nike described its athlete-led design process and use of generative AI visuals. It reported that the work led to 13 final prototypes, with designers refining concepts into physical footwear.
Full details are in the original sources.
