NIKE RE\VISION

RSA Student Design Awards brief to reposition a product into a circular economy model.

ROLE

Service concept, art direction, branding and video editing.

CHALLENGE

Nike trainers and trainers in general have become a big part of fashion and more recently entered the world of fast fashion, with exclusive trainers, new models and trends changing one after another. Consumers’ behaviour has followed this change and now owning the newest trainer pair is consider the right thing to do. This mindset has resulted in a number of trainer pairs just being stored away

APPROACH

To solve this I have looked into reutilising old an unused pairs and reintroducing them back into the business model, I have consider not only the environmental benefits, but the economically stable options as well. I have looked into user problems with second hand shoes and how can it be positioned that it’s both economically viable and does not push away the user.

OUTCOME

This resulted in a circular economy system, with a subscription service that provides freshest newest trainer pair to a user for 6 months on a condition that he or she has to return in after, this pair then gets sent back for a quick refurbishment and due to a short trainer life span results in minor fixes. This pair then gets placed back into the market with significantly lower price, appealing to user that just want the freshest model for cheaper or simply for utility.

Early exploration into potential service concept and a broad brush business model. This was used as an initial springboard to develop the service idea further.

Exploring two archetypes of users for the service, this was used as a basis for some user interviews to further inform challenges and opportunities.