Never Done Evolving - AKQA
Nike is celebrating the most significant moments throughout their history, including the achievements of legendary athletes — like the one-and-only Serena Williams.
With Serena playing her 27th and final year as a professional, and finishing at the U.S. Open where she won her first Grand Slam, Nike is able to showcase how her game has evolved over time. Harnessing the power of advanced AI and machine learning, Nike displays Serena Williams’ evolution like never before.
Nike, together with AKQA studios in Melbourne, Portland and São Paulo traveled back in time to create a match-up between Serena from her first Grand Slam at the 1999 US Open versus her most recent at the 2017 Australian Open. The goal was to gain insight on how Serena got to where she is today and how she keeps challenging the future.
Machine learning was able to model each era’s playing style: decision making, shot selection, reactivity, recovery and agility based on archival footage.
