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Global Campaign for nike

Nike's next-generation football shoe, The Phantom, debuted during the 2018 World Cup in Russia. Topp helped Nike create a digital layer to engage audiences using a sophisticated Augmented Reality web app during its global launch campaign.

During an intense period, in which we created more than 50 concepts in the first week, we explored the right fit of technology, branding, marketing and user experience.

The final choice was an app that could identify custom stickers distributed on the streets of selected football cities spread over five continents. An exclusive entry point for early access and unique Nike unlocks and content.

Topp provided the full end-user solution web app using AR, image recognition and machine learning algorithms. Topp ensured local Nike teams could easily adopt, and adapt to their market – by providing a toolkit of instructions, templates for creating and printing stickers, a web app to decode the stickers and a CMS to control and manage the campaign.

BREAKING THE CODE WITH COMPUTER VISION

The triangle stickers were put up in the streets throughout the cities involved, reaching people directly on a medium they identify with, with a message that people could not entirely decipher without active participation. Once somebody decoded the message using their phone, they gained access to the secret Phantom Society.

Getting people engaged was the driver for this project.

A UNIQUE CAMPAIGN

We worked with Nike from conceptualisation to launch. To create a shared vision we started prototyping from day one. We love working in a way that lets design and technology inform each other in this way.

50 concepts in the first week

At Topp, we’re excited about the possibilities the combination of physical and digital has to offer. The early concept burst ranged from projection mapping, 3d audio, augmented reality and machine learning to old school phone calls and recordings. Combining technology with very physical objects such as football fields, sculptures, posters, stickers, t-shirts, and cars to create intriguing new concepts.

Our designers and technologists moved like one mind across these challenges.

50 concepts in the first week

At Topp, we’re excited about the possibilities the combination of physical and digital has to offer. The early concept burst ranged from projection mapping, 3d audio, augmented reality and machine learning to old school phone calls and recordings. Combining technology with very physical objects such as football fields, sculptures, posters, stickers, t-shirts, and cars to create intriguing new concepts.

Our designers and technologists moved like one mind across these challenges.