NIKELAB.com is a completely interactive experience that lets customers learn about Nike’s latest performance products through cutting-edge graphics and original episodic content. Using filmstrips as a narrative devise to convey the innovation and inspiration behind NIKE’s most performance-driven products, NIKELAB.com allows consumers to interact with Nike products on a new level. The site features a breakthrough interface and unique product display, combining computer graphics, sound effects and motion graphics in a truly interactive way.

R/GA used the latest digital design tools of Flash MX and Shockwave to build NIKELAB.com, an immersive environment that breaks through the traditional page based, linear web experience. In conjunction with Tronic, R/GA created 3-D product presentations that let users “peel away” layers of the products to reveal the underlying structure and technology.

R/GA also acted as digital art curator, uncovering some of the world’s most influential artists and working with them to develop unique online content for the site. Some of the best digital engineers in the world were involved in this project, charged with the task of developing interactive experiences that explore Nike products in a new and unique way.