As an iconic streetwear label, Nike regularly works with up-and-coming designers to customise staple products. In their latest collaboration, the brand partnered with Alexandra Hackett — also known as miniswoosh — to host a live online workshop exploring circular design principles and sustainable fashion, inspired by the Nike Air VaporMax 2020 Flyknit. Nike wanted to create a visually pleasing, eco-conscious backdrop for the live stream, whilst delivering a seamless virtual experience for those logging on to the event via Zoom.
Clean, curated and contemporary, the highly considered set embodied the concept of mindful minimalism across both its aesthetics and sustainability — using natural materials to eliminate waste and reduce the footprint of the virtual event. From the backdrop to the custom gridded mat, Nike’s Move to Zero pinwheel highlights the brand’s journey towards a better tomorrow, while natural wood accents draw attention to the environmentally friendly nature of the workshop. Contemporary pops of neon green finished the space with a nod to miniswoosh's signature style.
Over 179 people tuned into Nike’s Zoom account for the live broadcast. The workshop was then amplified across Nike’s Youtube as well as miniswoosh and JD Sports Instagram accounts — reaching over 10,000 people online in 2 weeks.