Dynamic hero images

As you complete the Nike “Find a shoe” form, they’ll dynamically show and edit shoes that match your criteria in the background.

Behind this Bite

i.e., this creates the impression that Nike actually is helping you find the perfect shoe, and you can see some of the work that's going into that process.

This is a great example of the Labour Illusion.

AI insights

Insights

The Labour Illusion is when users value a service more if they see effort being made. Nike’s dynamic hero images show matching shoes as you answer, making it feel like real work is happening for you.
Endowment Effect means people value things more once they feel personal ownership. Nike’s form lets users shape their results, so the shoes feel more tailored, which can boost purchase motivation.
Progressive Disclosure is about revealing info step by step to avoid overload. Nike’s shoe finder asks one question at a time, keeping users focused and reducing confusion during selection.
Duolingo uses a similar pattern by animating a loading state that says “building your course.” Both Nike and Duolingo show visible effort, which raises trust and perceived value in the final recommendation.
Apple Fitness+ also updates content in real time as you filter workouts. Both Nike and Apple help users see the impact of their choices instantly, making the process feel purposeful and engaging.