Nike is dedicated to every kind of athlete, but not every kind of athlete can be seen in Nike stores. Instead of a reflection of themselves, Gen Z women see unrelatable, unattainable bodies built around preconceived notions of fitness.

To add some magic to the in-store experience, we were asked to pair digital and physical in a way that would make shopping feel more relatable by better representing the athletes Nike serves. This meant reconsidering what a retail experience should be, and exploring new ways to bring it to life for the consumer.

Using 3D photogrammetry and Snapchat AR technology, we reimagined traditional mannequins as dynamic, digital recreations of local female athletes. By scanning a Snapcode, users could see what the mannequins were wearing on real women with real bodies, while exploring reviews, style tips and product recommendations from their community. This followed Gen Z’s natural, social-first shopping behaviors and allowed them to bring it in store. By uploading photos of their own favorite looks through a unique Snapchat lens, our community-led moment turned into an ever-growing, digital community lookbook in the Nike App.

Nike has always been a brand that uses its innovation to help the athlete. Nike for Every Body channeled that same passion for inspiration by helping athletes see themselves and their bodies through a whole new lens.

Today’s trend-obsessed sportswear culture includes much of Gen Z, but its lack of diversity and impossible-to-meet appearance standards aren’t inclusive of Gen Z women. Their new shopping behaviors often start from peer reviews and what they see people wearing on social rather than in-store. Snapchat, best known for A/R digital dog ears, is ripe for unconventional shopping experiences like these.

Nike for Every Body is a community-led retail experience. Through a customized AR lens, we leveraged the latest augmented reality technology to give athletes confidence and inspiration every time they step into a Nike store, and help Nike further cement itself as an innovation leader.

We launched Nike for Every Body at a Nike store in Watertown, Massachusetts as part of a pilot program to experiment with new technologies and innovation at retail.

Anticipation was built leading up to the event via locally targeted ads on social, teasing out a new way to shop by seeing the community (and Nike clothing) through a new lens.

The experience itself, live for four consecutive weeks, gave Gen Z women a chance to see themselves and their community in a Nike store for the very first time. Snapcodes on the floor and at mannequins guided users through the experience as they shopped, while Snapcodes at checkout prompted them to join a digital community lookbook on the Nike App. They could continue the conversation through a unique-to-Nike lens available on Snapchat as part of their new Nike Membership.

- Average time spent with the lens was approx. 2 min — 10x the Snap lens average

- 27% increase in member sign-ups than the average month

- 43% increase in Gen Z women memberships

- 20% increase in Nike member transactions