By 2024, Nike Running needed a rebrand. The entire business had no official creative direction, tone of voice, logo, or qualifiable vibe. So we gave it that, and more.
We started with a 500+ page creative direction.
New logo, baby.
We debuted a new, classic-Nike, tone of voice at the Los Angeles Marathon.
Soon, everything about Nike Running around the world was based on our creative direction, tone of voice, and art ecosystem. Even the actions Nike now takes are based on the creative direction, like returning to guerrilla takeovers and disruptive advertising. For example, adidas was the official sponsor of the marathon below.
From there, it was off to more races.
Then we relaunched the Nike Pegasus franchise.
We then extended the work with a triptych of Pegasus shoes ready for winter running.
And for now, I will finish off this long page with an OOH campaign we crafted with Wieden + Kennedy, about how we all love and hate running so much.
That’s all I got for now! Will probably update until they tell us to start it all over again.
The Team
CD: Nick Parkinson
Art: Tim Cheng, Luis Liwag, Vinny Lowe
Copy/Narrative: Daniel Palau, Brittnee Gregory
Agency Support: Porto Rocha
