This document summarizes the key ideas of a presentation on design and innovation. It discusses how design leads marketing and engineering at Nike, focusing on consumer experiences over just products. New digital tools like generative software that uses algorithms and AI are changing design processes and aesthetics by automatically generating surfaces and enabling new materials like 3D printed elastic parts. The presentation emphasizes that great design creates exceptional products and experiences, and that new approaches to design shape function rather than just following it.

1. HELLO.
你好

2. FORMER GLOBAL CREATIVE DIRECTOR
FOUNDER || CHIEF CREATIVE
MASTER || PROFESSOR
MATTHEW
RHOADES

3. PORTFOLIO
NIKE
INNOVATIVE SPORT
FROG DESIGN
TECH START-UPS
TREK BICYCLE
RACING BIKES

4. SPORT ACCESSORIES

5. INNOVATION
THROUGH
DESIGN
THINKING
AND
DIGITAL
TOOLS

7. GREAT DESIGN CREATES
EXCEPTIONAL PRODUCTS
AND EXPERIENCES.

8. OLD APPROACH
TO DESIGN
FORM FOLLOWS
FUNCTION

9. NEW APPROACH
FORM SHAPES
FUNCTION.

10. TODAY:
DESIGN
SOFTWARE
VALIDATES
AUTOMATICALLY.
PAST:
ENGINEERING
VALIDATED
CREATIVE
IDEAS.

11. NIKE SELLS
24 PAIRS…
EVERY SECOND
EVERY DAY.

12. THE AVERAGE
SNEAKER
COSTS $6 USD
(42 RMB) TO
CREATE.

13. THE AVERAGE
SNEAKER
SELLS FOR
$150 USD
(1000 RMB).

14. IN 2005 NIKE
STOPPED
SELLING
PRODUCT.

15. CONSUMERS
DEMAND A
STORY OR
NARRATIVE.
EXPERIENCE.

16. CONSUMERS
DEMAND A
STORY OR
NARRATIVE.
EXPERIENCE.

17. NIKE DOES THINGS
DIFFERENTLY, BY FOCUSING ON
DESIGN LEAD EXPERIENCES.

18. DESIGN LEADS
MARKETING
AND
ENGINEERING.

19. THE KEY IS TO
SHIFT FROM
NEW DIFFERENT
TO NEW BETTER.

20. DESIGN
METHODOLOGY
DESIGN
TOOLS
DESIGN
THINKING

21. DEFINITION OF
DESIGN THINKING
DESIGN PROCESS IS ALL CONNECTED

22. HOW
i
WORK
START WITH THE CONSUMER
INSIGHT IS OPPORTUNITY
AMPLIFY THE POTENTIAL
QUESTION EVERYTHING
PROTOTYPE [DIGITALLY] EARLY

23. FAILURE COMES
FROM REDUNDANCY

24. FOCUS ON INNOVATIVE
FRANCHISES, NOT PRODUCTS
$20B USD
FRANCHISE
$100K USD
PRODUCT
$50K USD
PRODUCT

25. DESIGN IS ALWAYS ABOUT
CHANGE

26. , /

27. DESIGN
THINKING IS
THE MENTAL
APPROACH.
DIGITAL TOOLS
ARE THE
PHYSICAL
ACTION.

28. NEW IDEAS COME
FROM NEW TOOLS…
DIGITAL TOOLS.

29. EARLY CENTURY MID CENTURY THIS CENTURY
HISTORICAL PERSPECTIVE: ARCHITECTURAL
50 YEARS APART

30. EARLY CENTURY MID CENTURY THIS CENTURY
EXTERIOR AS STRUCTURE INTERIOR AS STRUCTURE EVERYTHING AS STRUCTURE
HISTORICAL PERSPECTIVE: ARCHITECTURAL
50 YEARS APART

31. EARLY CENTURY MID CENTURY THIS CENTURY
HISTORICAL PERSPECTIVE: AUTOMOTIVE
50 YEARS APART

32. EARLY CENTURY MID CENTURY THIS CENTURY
SHEET METALASSEMBLY TOOL FORMED PARTS 3D PRINTED CONSTRUCTION
HISTORICAL PERSPECTIVE: AUTOMOTIVE
50 YEARS APART

33. TAKES A TEAM:
o ADVANCED DESIGNER
o DIGITAL DESIGNER (CAD)
o INLINE DESIGNER
o PRODUCTION DESIGNER
o CMF OR CMG DESIGNER
o MATERIALS DESIGNER
o DEVELOPER
o ENGINEER
1 SHOE = 30 PEOPLE

34. THE NEWEST DIGITAL CAD
SOFTWARE / TOOL IN
BOTH FOOTWEAR
AND PRODUCT
DESIGN IS
GENERATIVE
SOFTWARE.

35. GENERATIVE SOFTWARE
USES BOTH ALGORYTHMS
AND Ai TO AUTOMATICALLY
GENERATE SURFACE DATA
BASED ON A DESIGNERS
INPUTS / CRITERIA.

36. MOST COMMONLY USED CAD
SOFTWARE IN FOOTWEAR.
• MAYA
• FUSION 360
• ALIAS
• RHINO
• MODO
• SOLIDWORKS
AUTODESK
DREAMCATCHER
AUTODESK
AUTODESK
GRASSHOPPER 3D
FOUNDRY

37. GENERATIVE
SOFTWARE
COMBINED
WITH 3D
PRINTING IS
CHANGING
THE MODERN
DESIGN
AESTHETIC.

38. MATERIALS CAN
BE 3D PRINTED;
FROM RIGID TO
ELASTIMERIC
PARTS.

40. CLOSING THOUGHTS

41. 1. ASPIRATION
OVER
INSPIRATION
AS DESIGNERS, HOW
CAN WE INSPIRE NEW
CONSUMERS?

42. 2. NEW
BETTER
NOT NEW
DIFFERENT
MAKE THE WORLD
BETTER, NOT
JUST DIFFERENT.

43. 3. FAILURE
COMES FROM
REDUNDANCY.
BE ORIGINAL.
FIND YOUR VOICE.

44. 4. MASTER
YOUR DIGITAL
SKILL SETS
ALWAYS CONTINUE TO
GROW AND LEARN.

45. 5. NEW IDEAS
COME FROM
NEW TOOLS.
DIGITAL TOOLS ARE A
DOORWAY TO CREATIVE
OPPORTUNITIES.

47. THANK YOU.
謝 謝