Nike+ Kinect Training

Nike+ Kinect Training with XBOX 360 was Nike's first ever video game title. For this project, I created the vision and strategy, directed the experience design and managed the partnership with XBOX and Microsoft.

As part of the Nike+ portfolio, Nike used the Kinect sensor to bring state of the art Nike training into the homes of consumers. We recreated the same training tools and assessments that we use at Nike with our professional athletes for everyone.

The game title was the #1 selling Kinect title the year it launched. Winner of 2 Cannes Cyber Lions and a Clio. Nominated for "Best Video Game" by BAFTA.

"Nike+ Kinect Training is as good as a real trainer & costs less than a 1 hour session" - Chris Anderson, Former Editor-in-chief, Wired Magazine

“The best exercise game yet” - Fast Company

“More immersive than any other fitness game” - ESPN

2013 Cannes Lion Gold: Nike+ Kinect Training: User Experience
2013 Cannes Lion Silver: Nike+ Kinect Training: Direct Marketing
2013 Clio Silver: Nike+ Kinect Training: Branded Entertainment & Content Games
2013 Game Marketing Awards - Gold: Outstanding Overall Marketing Campaign - Family Games. Nike+ Kinect Training
2013 Nominee for Best Video Game: (Sports/Fitness) by The British Academy of Film and Television Arts (BAFTA). Nike+ Kinect Training

Nike+ Kinect Training with XBOX 360 Preview Trailer

Nike+ Kinect Training was announced at E3 in 2012. This video was shown at the conference as well as in movie theaters as part of the media launch plan.

Experience Design and UX

The environments for Nike+ Kinect Training were designed to feel authentic to sport and fitness. We also designed them to feel real yet dynamic to leverage the technology of the platform.

Consumers started by answering a few questions to help prescribe the best personalized workout for them.

The XBOX Kinect engine then created a personalized workout plan pulling from a library of drills created by the best Nike Trainers.

Based on performance and schedule, the plans would adapt to the consumer. If the Kinect camera detected that a drill was too difficult for a consumer, it would modify the next workout. If the consumer missed a scheduled workout, the calendar would adjust accordingly.

Consumers had the opportunity to select from 2 Nike Master Trainers: Marie Purvis or Alex Molden. Both of these trainers work at the Nike World Headquarters and their avatars were created for this experience.

The Kinect camera sensor could detect form and could then trigger coaching tips from the Nike Trainer in the game.

At the end of each workout, there was a summary of stats, badges and community updates.

The personalized program schedule provided a calendar of you workout history and next workout. This feature would seamlessly sync with iOS or Windows Mobile.

We used the power of friends to keep consumers motivated. Nike+ Kinect Training combined the Nike community and XBOX community to keep people motivated whether you were training with a group of friends and doing a challenge with the community.

We created the Fuel Print to measure overall fitness and athleticism. By doing an assessment and series of drills, consumers would receive a Fuel Print score. This would give guidance on strengths, potential areas for improvement and future goals to keep improving.

Athlete Integration with Shawn Johnson

We worked with many different athletes to make the Nike+ Kinect Training experience authentic to training and authentic to Nike. Professional Gymnast and Olympic Gold Medalist Shawn Johnson worked closely with the team to test and validate the programs and experience. We also included "at-a-boy" messages from other Nike athletes on the console and on mobile.

For the Nike+ Kinect Training game, we built seamless integration for iOS and Windows Mobile. From these apps, you could track your workout history, see future sessions and progress, interact with friends and receive notifications to keep you on track.