For the launch of the Lebron XXI at Nike’s House of Innovation in NYC, a series of flowing illuminated cables radiate from a full scale Lebron mannequin throughout the store, separating the space into programmatic zones and turning down in the form of a crown for King James. The cabling language is derived from the laces that run throughout the shoe, a large scale abstraction of the product’s key innovation.

Footwear innovation vitrines flanking Lebron and “Behind The Design” panels adjacent to the footwear wall call attention to key product benefits of the shoe: airbag propulsion, comfort, inner cable containment, and sole traction.

Lebron is an athlete who can do it all on the court – shoot, pass, defend. A trial experience was designed and developed with Uncanny Valley Studio to allow customers try on a pair of Lebron XXI’s and test out their range of skills in front of a large scale interactive screen.

Brand Experience, Lead Designer, Nike House of Innovation NYC, Holiday 2023

Design Team: Blair Cooper, Katy Nida, Marina Hartzell Gallegos. Producer: Crystal Bakalnov. Fabricator: Bednark. Digital + Trial Experience: UVS. Photography: Dorothy Punk. Videography: Andrew Houston.