Nike x Midjourney

2024 Role: Art Director + Graphic Designer — Student Project

Nike is a brand rooted in identity, athletic performance, and aspiration.

Midjourney has an active fanbase of creatives, dreamers, and explorers on the forefront of accessible innovation.

This collaborative campaign envisions a project at the intersection of generative AI and brand storytelling. In this speculative Nike x Midjourney campaign, fans come directly into contact with the brand DNA of both companies to imagine the future of footwear. As both Art Director and Graphic Designer, I lead the concept creation, visual exploration, prompt-engineering, and design execution to bring this AI-driven concept to life.

My goal was to translate the spirit of engagement, curiosity and innovation from both brand followings into a new creative opportunity. "Just Imagine" allows Nike fans to interact directly with the brand's empowering, aspirational energy and profound visual identity to drive customer interactions in a world where generative AI is ubiquitous, and Midjourney fans are encouraged to ethically engage with some of the most valuable branded Intellectual Property catalogues in the world.

The challenge lay in balancing brand authenticity of Nike with the unpredictability and aesthetic richness of Midjourney's algorithmically generated imagery. The solution I created gives Nike fans a platform where they can imagine new wearable forms and aesthetics, Midjourney fans a place to build with a brand they love, and for everyone to share their vision for the future of footwear, with the possibility to see it come to life.

User generated designs will be created at a new micro-site on Nike at www.nike.com/imagine and users who submit their designs during the submission period will be entered into consideration by Nike's footwear design team to have their idea translated into a real product, for sale online and in shops, and advertised with the full visual power of Nike behind it.

Just Imagine. Nike x Midjourney.