Nike 50th

As Nike approached it’s 50th anniversary, we knew we needed to build a world that could live up to legacy of the last five decades. But we didn’t want this to be a pure look-back at the past. We don’t live in nostalgia. The true magic of Nike is that we study the past to fuel the future, we’re always looking at ways to be better, faster, stronger. In short, we’re always a work in progress. Our greatest innovations, athletes, and moments all share that same ethos.

So after years of the brand presenting in a highly polished, glossy manner we saw the celebration of 50 years as a chance to bring our full WIP-selves to the table.

After all, there is no finish line.

This project built the strategy, identity, design, and narrative system that all Nike teams would use as we approached the 50th celebration. Everything was put through a filter of past meets present [and inspires future].

Highlights include:

Constructing a new brand mark (50 swoosh)
Partnering with the Department of Nike Archives (DNA) to find the 50 best artifacts that represented the spirit of the brand.
Designing a key visual inclusive of the products, people, and moments that formed the past and and that continue to inspire the future.
Updating DNA’s branding for the campaign.
Landing a messaging and narrative system that was translated in 36+ languages.

identity system

Out in the wild

retail expressions

team

Nike Creative Direction Team: Aaron Belchere, Jordan Hoagbin, Leslie Robarge, Nicole Ishida, Drae Mutepfa
Nike DNA Team: Matt Williams, Ricardo Gaitan, Jessica Kingrey
Creative Direction Agency Partners: Chandelier Creative, Golden Design Studios, R/GA