Nike is harnessing generative AI to transform athletes' dreams into custom-designed shoes. The shoes were showcased in an exhibition in Paris, where the first Air sneakers were inspired 37 years ago. The timing coincides with the Olympics, highlighting how technology can expand creative possibilities rather than replace human labour.
At the "Art of Victory" exhibition, Nike unveiled a range of shoe prototypes designed with and for star athletes, with AI playing a pivotal role. Among the showcased models are custom designs for basketball stars A'ja Wilson and Victor Wembanyama, sprinter Sha'Carri Richardson, and soccer legends Sam Kerr and Kylian Mbappé. Nike created prototypes for 13 athletes across four sports: track, soccer, basketball, and tennis. The final prototype for each athlete is displayed alongside smaller versions of other designs from the exploration process, which Nike calls A.I.R. (Athlete Imagined Revolution). Nike also utilized 3D printing to produce these prototypes but hasn't disclosed the specific generative AI tools used.
Nike's AI-driven design process involved using various prompts to generate images with different textures, materials, and colours, which kicked off the design process. "It's a new way for us to work," Nike lead footwear designer Juliana Sagat said during a media tour. We used to sketch a lot by hand, but I think my world is changing."
Interestingly, Nike executives had to push the AI systems to be more creative after noticing that initial designs were too similar. "We noticed that a similar fluid aesthetic bound many of the AI images interpreting Air," VP Roger Chen noted. Nike then focused on inspiration points to steer each concept uniquely.
Despite technological advancements, Sagat emphasized that designing custom shoes for star athletes remains human-centred. "It's still a collaboration between athletes and the designer," she said, underscoring the essential human element in creating these innovative designs.
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