Global Creative Director, Nike Running: Joe Stitzlein
Senior Designer, Nike Brand Design: Darrin Crescenzi
Senior Designer, Global Brand Design: Michael Malowanczyk
Project Manager: Heather Mills

XYZ vs. Nike FuelBand.

Life is a sport. Make it count!

With Nike’s wildly successful launch of the FuelBand last month XYZ wanted to share not only our excitement with its success, but also what our involvement was in this amazing project.

XYZ worked directly with both the Product Development Team and the Global Creative Team to help them envision how the FuelBand would be seen around the world. With the Product Development Team we made sure that our 3D images were product correct and that we had a complete understanding of how the fuel band worked and should look.

After our FuelBand 101 was completed we teamed up with Nike on the creative approach to how the FuelBand would be shown. We created over 25 iterations for concept, placement, color, look and feel and presented those to the creative team.

Once they picked a direction we fine-tuned the details on the band (this is the fun part) and the background color. After our tweaks the Global Creative Director gave us his stamp of approval.

In the end we provided Nike with the 360-degree assets that they used across all their chosen mediums around the world for the FuelBand global launch.

We also took the initiative to animate the 3D band and created a piece that highlights the functionality, style, innovation and just the pure coolness of the Nike FuelBand.

It was truly an amazing project and an amazing experience to work with the FuelBand team at Nike and to help them not only execute their vision for this amazing product but to also be a part of something so successful for Nike.