Nike Camera Project
Peter Franz Weber
©
PFW

Brand Profile
About Nike
‘Nike’s pantheon of heroes consists not exclu-
sively of successful star athletes, but also
includes, for example, a wheelchair user and an
80 years old man who goes joggingevery day
despite his advanced age’ (1)
‘Nike is positioned as a premium-brand,
selling well-designed and expensive products.’ (2)
‘Nike chose athletes who, like Steve Prefontaine,
were not just good at sports, but had distinct
personalities too.
These athletes embodied the ideals of determination,
individually, self-sacrifi ce, and winning.’ (3)
1: ‘WHO’S AFRAID OF NIKETOWN? - FRIEDRICH VON BORRIES, 2: WIKIPEDIA.COM 2007 ,
3: MANAGEMENT 296 – INTERNATIONAL BUSINESS MANAGEMENT 2002
© Peter Franz Weber

Brand Profile
Brand Values
Nike is more then just a brand, it is commitment and passion.
Whatever achive you plan to ,
support fashionable
Nike will you with ,
well designed highly developed and
sports equipment.
Whatever your age, gender or racial background is.
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Brand Profile
Nike is...
Commitmentjust a brand, it is
Nike is more then commitment
Find your
limits, we’ll and passion
Participate,
everybody is
Be spon-
.
tanious, be
Passion help you welcomed to yourself
achive
with profes- be with us
Whatever
sioal gear
you plan to ,
Achivement You can go We stand for Special sup-
support
the distance! Victory! port through
Support fashionable
Nike will you with
additional
,
equipment
well designed
Fashionability highly developed
Our range
and
of different
Fresh and
inspiring.
Equipment
for any
Well designed products
reaches
New ideas,
like the
situation
and type of
sports equipment. every user separted toe person
Whatever
Highly
developed
We use new
materials as
outstanding
shapes and
We use
your age, gender or racial background is.
high tech to
make things
better for
We cooper-
ate with the
best to bring
you more
colors you joy
© Peter Franz Weber

Brand Profile
Nike in materials, colors, shapes and innovations
Materialsthen just a brand, it is
Nike is more commitment
Rubber is a
often chosen
material mainly
Carbon fibre is
and
resently used
by Nike for its
passion. Different plas-
tics are com-
bined to create
for its tactile lightwight, rigid- new aethetical
achive
quality and for ity and its sleek and tactile
Whatever
its aesthetics surface properties
you plan to ,
Colors Nike often Variety in
support
chooses very colors is very
fashionable
bright colors important for
Nike will that are easy
recognised you with Nike
,
Shapes designed
well highly developed Organic, flu-
and
ent shapes
The bag with its
sceletol
This MP3
player has
dominate Nike structure a universal
produkts reminds of a round shape
sports equipment. human thorax for easy use
and handling
Whatever
Innovations Nike invented
air cushions to
absorb impact
energy while
Polarizesing
your age, gender or racial background is.
designs as the
separated toe
shoe
Nike devel-
oped Nike+
a system to
monitor your
running performance
with your iPod
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PFW

User Profile
Chris is...
...19 yaers old and just started studying marketing in
design.
He lives with his parents in a bigger city in the UK.
Beside studying he works in a bicycle shop.
On the weekends he and his friends hang out and do
quite a lot of urban sports such as skating,
free running and playing football.
He is famous for having great ideas for activities and
for his very tasteful iPod playlist.
Chris looks always groomed, wears branded, fashion-
able clothes and likes beeing aware of new trends.
© Peter Franz Weber

User interaction
Issues with cameras
Bulky, not exactly pocket Small viewfinder, needs Confusing information
size, not ergonomical aiming to take a pic
Always needs winding up Flash needs to be loaded
to take a picture after each shoot
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PFW

Concept Development
Camera - Brand - User
easy to use robust
sophisticated
outstanding
durable an experience sporty
iconic
innovative
functional
allround handy
fashionable
© Peter Franz Weber

Concept Development
Final Concept
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PFW

Concept Development
Final Concept
Nike ‘Disc’
Concept of intuitive usage
© Peter Franz Weber

Concept Development
User Actions
Switch Flick to switch me on
me ON / Flick me again and I’ll switch off
OFF
Tilt sensor recognises the movement
Take a Press the outer rubber ring to take a
Pic picture
Outer rubber ring covers a sensor that surrounds the camera
Film a Press the outer rubber ring permanently
video clip or roll me to film a video clip
Tilt sensor recognises turnover and records
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PFW

Concept Development
Concept Potential
- fits into the Nike/Philips range
- experience guarantied through intuitive usuage
- outstanding, uncommon shape
- uses new technology
- inexpensive production through inexpensive
components and injection moulding
(Nike/Philips MP3 Player)
© Peter Franz Weber

General Arrangement /
Production Information
Production Info:
- two part injection
moulding:
rubber & ABS plastic
- shells are glued
together and sealed
with the outer
rubberring
(injection moulding)
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PFW

Rendering /
Technical Details
- Interface printed
on the rubber ring
- USB/Charger
hidden behind
rubber lip
- Robust, grippy
outer shell
- Embedded,
protected lens
- LED flashlight
© Peter Franz Weber

Final Model /
3D Prototype
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PFW