Nike: Move to Zero

The background

Nike wanted to raise awareness of their journey toward zero carbon and zero waste, and the sustainability advancements they’ve made within their distribution process and packaging. So we created a web AR experience that helps athletes engage with this impressive sustainability mission.

The execution

We worked with Nike to design one-of-a-kind shipping boxes featuring enigmatic AR markers. In the spirit of the project, Nike sourced boxes made solely from certified paper, which produce half as much carbon as traditional boxes. When people scanned the AR marker with their phones, an animated 3D AR experience popped up on top of the box and told the story of Nike’s commitment to sustainability. We partnered with 8th Wall, a web AR specialist, to make the experience as user-friendly as possible.

The AR experience unfolded into an eco-friendly habitat. It depicted a forest,
representing the brand’s commitment to planting more trees, and featured a logistics plant surrounded by solar panels and rotating windmills, demonstrating how it’s powered by clean energy.

We’ve also built a Move to Zero website that people could access via hotspots within the AR experience. It contained more detailed information about Nike’s commitment to planting trees, its logistics plant, and its goals for rethinking packaging, sustainable sports, and circular design.

The results

The boxes presented the importance of a zero-carbon future to millions of people. They reminded them that Nike is leading the charge in finding new ways to protect the planet. They also reminded them that Nike carefully thinks through every detail, from design to distribution and packaging.

The project inspired our team to rethink our energy usage and ‘move to zero’ in both big and small ways. Everyone involved made a conscious effort to embody the spirit of the mission, including using public transportation or riding bicycles for the duration of the project.