Live Design

The Moment

Nike wanted to tell a bigger story about customization, but the existing language around Nike ID didn't fully capture the magic of making something truly your own. At the same time, a new skunkworks group inside Wieden+Kennedy — The Lodge — existed without a clear mandate or proof of what it could become. There was opportunity, but no obvious path forward.

What I Did

I created the opportunity by proposing a simple idea: what if you could see your shoe designs on your own feet as you created them? I brought the idea to The Lodge and stayed with it through years of experimentation and iteration — refining the vision, building belief, and connecting the right partners over four years.

That work eventually led us to Nike's innovation team, including legendary designer Mark Smith, and deeper into the Nike ecosystem. My role was to shape the idea, build alignment across teams and organizations, and carry it from speculation to reality — all the way to an in-store experience seen and approved by Dan Wieden, Phil Knight, and Mark Parker.

What Became Possible

Nike Live Design became a real in-store experience. And Nike ID stopped being something you imagined and became something you experienced — turning customization into a moment of magic.