Skip navigation
Proposal image

Nike CONVERT 1.0 by AlBawwab & Julian

Share via:

Pitch

Incorporate a lock and load method for uppers and soles, enabling customers to build their shoes and maintain its quality and aesthetic.


Description

Summary

Nike CONVERT 1.0 incorporates a simple yet sophisticated ‘lock and load’ method of detachment and reattachment of Nike shoes’ upper and soles, providing customers the ability to build their own shoes outside Nike stores as well as best maintain the quality of their shoe asthetic (machine-washable, durable uppers).

Nike CONVERT 1.0 provides the opportunity for customization of soles for different surfaces and functions within activities for the athletic-driven consumer. In addition, Nike CONVERT 1.0 accommodates for a variety of colorful interchangeable uppers for fashion focused individuals.

Nike CONVERT 1.0 maintains and builds upon Nike’s existing high-quality brand perception by providing economical and ecologically-optimal solutions to consumer demand, allowing for a seamless and subtle integration of sustainability and extended product lifecycles into consumers’ everyday lives.

 

 

 


What actions do you propose?

Design a simple ‘lock and load’ method of detachment and reattachment that interlocks the shoe upper and sole, without the use of stitching and adhesives. The elimination of adhesives allows Nike to take a leap forward in reaching their goal of zero discharge of hazardous chemicals and excess waste globally.


Who will take these actions?

Nike Design Team
The team is responsible for designing a high performing shoe that takes Nike CONVERT 1.0 from concept to commerce.

  1. Design a simple ‘lock and load’ method of detachment and reattachment of Nike shoes’ upper and soles. This method should serve as a replacement to the excessive use of solid adhesives and stitching needed for bonding the sole to the upper.
     
  2. Rethink the upper and sole design to improve compliance. A key advantage of Nike CONVERT 1.0’s ‘lock and load’ method is that it enables customers to mix and match different uppers and soles to build their own shoes. Nevertheless, standardization presents itself as a main challenge. Nike designers need to rethink the shoe design in a manner that enables them to provide a wide range of fashionable uppers and durable soles that fit together interchangeably to accommodate to the different styles and function preferences of Nike customers.

 

Nike Sport Research Lab (NSRL)
Nike Sport Research Lab is responsible for testing Nike CONVERT 1.0 to deliver proven scientific insights that take this product solution from concept to commerce. The Lab works closely with Nike designers to drive Nike CONVERT 1.0’s performance.  

  1. Biomechanics and Physiology teams
    The Biomechanics and Physiology teams are responsible for studying Nike CONVERT 1.0’s ‘lock and load’ method to understand its impact on the athlete’s performance. They work closely with athletes across multiple sports to ensure that the product meets their needs as well as the demands of the sport and the environments in which they train.
     
  2. Perception team
    The Perception team is responsible for understanding Nike customers’ perception about Nike CONVERT 1.0 through subjective evaluation of the product’s attributes, usage, and durability.


Where will these actions be taken?

The actions will take place inside Nike World Headquarters in Beaverton - Oregon, where Nike Sport Research Lab is located.

 


What are other key benefits?

  1. Pay per use
    Uppers and soles are sold separately at a lower price point than a standard pair of shoes, encouraging customers to buy only what they need and minimize excess waste.
     
  2. Convenience
    Customers may buy several shoe uppers to match with one sole therefore saving a lot of space that they would otherwise need to fit several standard pairs of shoes into their backpack.
     
  3. Washability
    The uppers and soles are detachable, providing customers with the ease of machine-washing the uppers to keep their sneakers clean.
     
  4. Customization
    Nike CONVERT 1.0 provides a fun and interactive experience for customers outside Nike stores.
     
  5. Product Reuse
    Nike CONVERT 1.0 provides users the flexibility to replace only the shoe part that wears out or runs out of style, thereby reducing waste contribution.
     
  6. Customer Awareness
    Nike CONVERT 1.0 fits seamlessly into consumers’ busy lives, encouraging them to shift their focus from what they want to what they actually need, to have a better understanding of materials.

 

 


What are the proposal’s costs?

Challenges:

  1. Standardization:
    Nike CONVERT 1.0’s lock and load method may require a certain level of standardization of shoe design so that uppers and soles can fit together interchangeably to accommodate to the different styles and function preferences of Nike customers.

  1. Supply Chain Management
    Shift in Supply chain/Manufacturing priorities from current models to Nike CONVERT 1.0.


Time line


Related proposals


References