META-NATURE: A NIKE CASE-STUDY
Nike is looking to move away from its current model which relies heavily on wholesale and instead focuses on direct-to-consumer sales.
Therefore, there is an opportunity to create physical, seasonless ready-to-wear pieces that can be bought exclusively DTC online and in-store. AR will play a large role in the marketing and distribution of this line. AR technology can be used try on pieces, and create wearable NFTs for the consumer, once the physical piece is purchased.
The theme for this collection is Meta-Nature, as hyper-reality, futurism, and innovation lay at the intersection of the digital [inorganic] and physical [organic]. This collection includes engaging silhouettes with digital prints inspired by nature, such as scenes of the sunset and sunrise represented by soft gradients are juxtaposed by prints inspired by technology, with more vibrant colors and geometric lines.