She can wear this while she's at work, going out and the Olympics.


CLIENT: NiKE


THE CHALLENGE

In the past, women’s sports watches were designed by taking a man’s sports watch and painting it pink.

This superficial approach was not the approach that lead to the Nike Imara.

DESIGNED FOR HER

The reality of her life is that she wears the same watch to work, social events and the gym.

We designed a watch that works with the realities of her life - and records her lap times.

 

THE RESULTS

This watch resonated with women and revived Nike's timing division.  The line got 5 out of 5 star reviews on Nike’s website. And, was seen at the Olympics!


Collective member: Gina Reimann, while at Smart Design|Femme Den