2022field-io · commercial-client · generative-design

Nike Rise: Intelligent Retail System

A generative visual system built at FIELD.IO that scales Nike's retail campaigns worldwide, adapting content across store formats, seasons and cities in real time.

Generative render of a Nike Rise retail display, blending brand colour fields and product imagery.
01

Overview

Nike Rise: Intelligent Retail System is commercial client work built atFIELD.IO, the Amsterdam design and technology studio, forNike, in 2022. Daan Rongen was credited as Frontend Developer, alongside Bruno Imbrizi, Gianluca Monaco, Ezekiel Aquino, Guido Schmidt, Raphaël Améaume, George Corney, Mickey van Olst and Bernhard Hoffmann, with Enjoy The Weather and Accept & Proceed as collaborating partners.

The system was built to let Nike "rapidly and consistently scale the brand's retail experiences worldwide": a centralised digital hub that generates dynamic content, manages campaigns across locations, and pushes real-time updates to store displays, out-of-home billboards and flagship facades.

02

Concept & approach

The core idea is aGenerative Visual Centre (GVC): rather than art-directing each store's content by hand, the system composes visuals from modular building blocks, adapting to a store's screen ratio, the season, and local context. Key capabilities:

  • Modular design adaptability — the same visual system re-composes itself across wildly different screen shapes and ratios, from a single storefront panel to a full building facade.
  • Generative visual composition — content is assembled algorithmically rather than authored per-asset, so campaigns can scale to hundreds of store locations without hundreds of manual exports.
  • Seasonal flexibility — the same modular assets recombine for seasonal campaigns without a full creative reset.
  • AI-assisted asset management and live data integration — for localised storytelling tied to a store's city, season and campaign moment.
Exploded hardware view of a Nike Rise store installation.
Exploded hardware view of a Nike Rise store installation.
03

Deployment

The system shipped across a wide range of physical formats and cities: full-building facades (Seoul), out-of-home billboards (Del Amo, Los Angeles), interactive store maps (London), and in-store content-creator displays.

The Rise system's generative visuals applied to Nike's Seoul retail facade.
The Rise system's generative visuals applied to Nike's Seoul retail facade.
An in-store content-creator screen running the Generative Visual Centre.
An in-store content-creator screen running the Generative Visual Centre.
A generative store-locator map render for a London Nike location.
A generative store-locator map render for a London Nike location.
Nike Rise out-of-home billboard executed at Del Amo.
Nike Rise out-of-home billboard executed at Del Amo.
04

Reflection