Nike – Never Done Evolving, ft Serena

Just two days after Serena Williams announced her retirement, Nike unveiled a year-long study in the form of avatars, showcasing her dedication to excellence over two decades. By analyzing data and footage from her career tournaments and using machine learning, her playing style across different eras was accurately modeled. AKQA transformed this study into a live virtual match, featuring 17-year-old Serena, when she won her first Grand Slam, against 35-year-old Serena, when she claimed her 23rd Grand Slam title, making it accessible to all.

In a groundbreaking AI matchup, Nike, in collaboration with AKQA studios in Melbourne, Portland, and São Paulo, transported viewers back in time to witness a match-up between Serena Williams from her first Grand Slam victory at the 1999 US Open and her most recent triumph at the 2017 Australian Open. The objective was to glean insights into Serena’s journey to greatness and how she continues to push the boundaries of the sport.

Utilizing machine learning, Serena’s playing style across different eras was meticulously modeled, incorporating factors such as decision-making, shot selection, reactivity, recovery, and agility, all derived from archival footage. Leveraging the vid2player technique pioneered by Stanford University, Nike successfully breathed life into the Serena avatars by re-rendering players from each era into a cohesive virtual match, where they appeared to engage and respond to each other seamlessly.

The matches represented a pioneering stride towards the future of sports analytics, offering a more user-friendly approach to data visualization. This innovative format provides tennis aficionados with an accessible means to explore and interpret complex data. Beyond showcasing historic achievements, the simulated games underscore Serena’s unwavering commitment to continual growth and evolution throughout her career. Despite holding the record for the most Grand Slam titles in tennis history, Serena consistently defies expectations by embracing innovation and pushing boundaries.

It culminated in a captivating showdown between the two avatars, spanning an impressive 130,000 games and 5,000 matches — equivalent to a year’s worth of continuous tennis viewing. The thrilling finale was broadcasted to Nike’s extensive audience via a YouTube livestream, captivating over 1.69 million subscribers. Leading up to the event, promotional posts were strategically shared across Nike’s Instagram and Twitter channels, generating anticipation and excitement among fans worldwide.

AWARDS
Cannes Lions 2023
Digital Craft Grand Prix
1 Silver in Digital Craft
1 Bronze in Creative Data
1 Bronze in Social & Influencer