Brief
As part of the launch of a new Nike Sports Bra collection, Nike wanted to raise awareness and educate women in selecting the correct sports bra for their given sport. Nike recently carried out consumer research that provided evidence that a large percent of women are do not know their current bra size and are also not aware of the variety of sports bras available for different sports.
O12 were approached to create an end to end retail journey that is focused on educating women on how to purchase the correct sports bra, empowering women with the right tools to be the best they can be at their sport. Additionally, Nike wanted the concept to take an omnichannel approach, bringing digital into the physical environment and experience but also allow the full experience to be available digitally without the support of the physical environment.