Nike LeBron James Innovation Center
The Nike LeBron James Innovation Center is a hub for research, performance, and design. We built a digital experience that mirrors the energy and innovation of the space itself.
brief
Our challenge was to design a website that translated the energy and purpose of the LeBron James Innovation Center into a compelling, accessible interface. The site needed to guide users through a rich narrative while also feeling intuitive and seamless across devices.
my Role
Lead UX and Visual Designer. Designed at Bluecadet. I was responsible for the site’s visual design and user experience — from early concepts to final execution. I created a flexible, dynamic, and modular system that brought the story to life.
Rapid Concept Sprint
Given the quick one month timeline, we began with a rapid concept sprint to explore interaction models for navigating the space. We developed four distinct directions, each offering a different approach to discovery and movement through the content. From there, the concepts were narrowed in on a direction that shaped both the UX and visual language.
Exploring Navigation Models
To help shape the user journey, we explored two distinct navigational concepts rooted in the metaphor of a data cloud. One approach treated the cloud as a field of floating content — allowing visitors to discover vignettes organically. The other introduced a more structured path, guiding users through themed “rooms.” Ultimately, we merged elements of both approaches, resulting in a hybrid structure that offered guided storytelling with moments of freeform exploration.
Design Direction Development
We designed two distinct visual directions: one that felt ethereal, colorful, and dimensional; the other, more diagrammatic with bold pops of color. For each, we created mood boards, design comps, and interactive prototypes to explore how the look and feel translated across motion and interaction. This process helped us to develop a visual system that best supported the narrative and user experience.
Building a Dimensional Design System
We developed a bold visual system that seamlessly integrated 3D models, motion particles, and dynamic spatial elements while maintaining a clear, accessible UI. By combining high-fidelity textures and kinetic interactions with modular UI components, the system invites exploration without overwhelming the experience.
Reimagining a Virtual Tour
One of the core challenges was crafting an immersive digital experience without relying on the actual floorplan of the Innovation Center. Our solution was to build a flexible, abstract environment that encouraged users to navigate content in a non-linear way. Interactions were designed to feel playful and unexpected, inviting users to discover stories at their own pace. To heighten immersion, we leaned into bold visuals — full-bleed imagery, dynamic video, and integrated audio — offering a vivid sense of the space without ever showing it directly.
Immersive Storytelling
Our team shaped the site’s content from the ground up — developing animated infographics and partnering with Nike’s film crew to produce original video features. Designed specifically for the web experience, these pieces spotlight Nike researchers, elite athletes, and LeBron James, bringing their voices and stories directly into the digital space.
Inside the Innovation
Nike’s approach to performance gear is rooted in deep research and experimentation. To bring this to life, we shifted from lengthy explanations to interactive moments that let users engage with the science firsthand
Team
Creative Director – Troy Lachance
Art Director – Wyatt Glennon
Content Strategist – Caitlin Chase
Director of Story – Walé Oyejide
Producer – Hillary Crawford