Nike
Nike's high-impact sportswear campaigns, athletic films and global cultural collaborations
Featured Nike projects
This week's top Nike projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Nike · Nothing Special to See Here
Nike's 'Nothing Special to See Here' project, created by agency Wieden+Kennedy and directed by Elliott Power, centres on a direct-to-camera performance. The live-action film captures a young basketball player on the court, leaning into a cinematic aesthetic through intimate close-ups and natural lighting. Designed for the sports and gaming industry, this vertical piece utilises performance-focused storytelling. The project relies on a focused dialogue-driven approach to establish its narrative rhythm.
Project Nike · Nike Atelier
Nike Atelier explores the intersection of high-performance sportswear and editorial fashion photography. Featuring athlete Sha'Carri Richardson, the project centres on sculptural compositions and material contrasts, often utilizing low-key chiaroscuro lighting to emphasize the textures of technical mesh, crackled leather, and organic elements like ice. Photographer George Morris leads the visual execution, supported by art direction from Alice Lairy and Yarheine Lima. The production design, managed by Rosco Production, features environments constructed by Rachel Thomas Studio with makeup by Athena Paginton and hair styling by The Lace Bandit. The series maintains a consistent focus on raw, desaturated palettes and clean, monochromatic portraiture.
Nike · Play With Fire
Nike’s 'Play With Fire' campaign features a cinematic commercial spot directed by Arno Salters and shot by cinematographer Kai Saul. The film captures athlete Carlos Alcaraz on an indoor tennis court, accompanied by artist Travis Scott, who appears in the umpire chair. The production leans into a moody aesthetic, utilizing low-key lighting and chiaroscuro techniques to heighten the atmosphere. This live-action work was produced by Iconoclast TV with creative development led by agency Wieden+Kennedy Portland.
Nike · Rally
In the fast-paced world of professional athletics, the new Nike campaign titled Rally masterfully bridges the gap between high-performance sportswear and the raw, kinetic energy of elite tennis. By spotlighting the legendary Rafael Nadal, the creative team at Nerea Nongrados Rojas leans into a cinematic visual language that emphasizes the athlete as both a competitor and a cultural icon. The production utilizes a sophisticated live-action technique to capture the brutal grace of every serve and the calculated intensity of Nadal's footwork, transforming standard tournament footage into a compelling narrative of endurance. The editing skillfully toggles between tight, intimate close-ups of focused facial expressions and sweeping wide shots that frame the player against the grand scale of professional court environments. Throughout the sequence, the integration of slow motion serves to heighten the tension of every volley, creating a rhythm that feels both athletic and editorial. By marrying these technical choices with an unwavering focus on the athlete's signature style and Nike's performance apparel, the project succeeds in turning mundane tournament action into a polished brand statement. This work reinforces Nike's dominance in the sportswear industry, proving that when the focus is placed squarely on the marriage of human grit and aesthetic precision, the resulting imagery remains impossible to ignore.
Nike · Apron 180
Nike dives deep into the intersection of personal identity and urban culture with Apron 180, a sportswear campaign that pushes the boundaries of traditional brand storytelling. Through a striking cinematic lens, the film follows a young protagonist in a vintage barbershop, where he encounters multiple iterations of himself in a clever exploration of self-reflection and confidence. The project leans into a bold streetwear aesthetic, utilizing a deliberate color palette of deep reds and stark, clean whites to anchor the visual narrative. This commercial work seamlessly transitions from the granular, human-centric detail of a barber chair to a surreal, moonlit landscape featuring raw, red terrain, successfully utilizing live-action technique to ground the high-concept visuals. Produced by Chaos, the project benefits from sophisticated post-production and VFX work by Space Cowboys Studio, which allows these disparate environments to coalesce into a cohesive, atmospheric whole. By focusing on the interplay between the mundane details of daily style and larger-than-life imagery, the project elevates the humble sneaker into a centerpiece of a much larger cultural conversation. The result is a lifestyle-driven narrative that feels both intimate and expansive, demonstrating how the right technical execution can transform a standard product showcase into a compelling piece of visual poetry that resonates within the modern fashion landscape.
Nike · Floating Shoe
Nike shifts the boundaries of traditional footwear marketing with its latest campaign, Floating Shoe, a daring exploration into the intersection of sportswear and surrealism. In this hyper-realistic commercial, the brand ditches conventional athlete-led storytelling to transform its iconic silhouette into a monumental, levitating centerpiece suspended before the neoclassical facade of a dense urban center. By leaning into the language of 3D render and CGI, the visual narrative feels both monumental and ethereal, capturing a quiet evening in the city where the product acts as a glowing, architectural anomaly. The execution relies heavily on sophisticated VFX and visual effects to anchor the colossal sneaker within the physical environment, creating a sense of weightless presence that defies gravity. Developed in collaboration with the agency Chaos, the project leans into cinematic storytelling to heighten the allure of the footwear, effectively merging digital art with brand identity. Space Cowboys Studio provided the technical precision necessary to realize the seamless integration of these 3D assets, ensuring the soft ambient lighting of the cityscape grounds the surreal visual in a tangible reality. The result is a bold, atmospheric statement that positions the sneaker as a modern monument, proving that digital artistry can be just as impactful as live-action production when executed with such stark, technical intent.
Project Nike · Nike Studio Fleece
Nike spotlights its Studio Fleece apparel in this commercial campaign featuring entertainer Bad Gyal. The project highlights a collection of beige, earth-toned fleece zip-up hoodies and matching sweatpants, shot within a combination of office and dance studio environments. Photographers Gus&Lo lean into a clean, modern aesthetic, utilizing natural light and mirrored surfaces to capture multiple perspectives of the apparel. The imagery focuses on the textures of the sportswear, emphasizing a coordinated, lifestyle-oriented look across both solo and group compositions.
Project Nike · NIKE x PARIS SAINT-GERMAIN
The latest collaboration between Nike and Paris Saint-Germain redefines the intersection of sportswear and high-fashion editorial, moving beyond the pitch to capture the authentic energy of football culture. Photographer Matthias Leidinger masterfully employs cinematic lighting techniques, utilizing a mix of moody chiaroscuro and natural light to elevate performance apparel into a medium for individual expression. By focusing on tight, intimate portraits, the campaign leans into an editorial aesthetic that emphasizes the tactile nature of the garments, from the mesh textures of technical jackets to the iconic team crests. Fashion editor and stylist Jennifer Abeyratne expertly bridges the gap between athletic gear and streetwear, curating a visual language that feels grounded yet aspirational. Whether through a high-contrast portrait shot on 35mm film or the wide-angle, lifestyle-driven documentation in an urban plaza, the series maintains a consistent, raw intensity. This project successfully positions the football jersey not merely as a team uniform, but as a staple of modern personal style. The inclusion of subtle, unconventional motifs, such as a vibrant blue lily held against a dark interior, highlights the creative depth at play. Ultimately, the work serves as a testament to the brand's enduring influence, framing the Paris Saint-Germain partnership as a sophisticated, culturally relevant narrative that resonates well beyond the sports world.
Nike · NikeSKIMS: Studio Stretch (Clearance)
In a striking convergence of performance utility and minimalist fashion, the NikeSKIMS: Studio Stretch collaboration redefines the visual language of modern sportswear. This high-end commercial project leverages a serene desert environment to frame athletic apparel as both functional gear and sculptural art. Through a carefully choreographed series of movements, the campaign emphasizes the technical elasticity and tactile quality of the collection, employing slow motion and deliberate, cinematic cinematography to capture the interaction between fabric and form. The aesthetic is anchored in a monochromatic palette of muted earth tones, allowing the interplay of light and shadow to highlight the silhouette of each piece against the sweeping, expansive dunes. By eschewing typical high-energy fitness tropes for a more meditative, deliberate pace, the film transforms the act of movement into an exercise in editorial minimalism. This nuanced approach is further elevated by the sound design from The Crystal Creative, whose work provides an atmospheric, rhythmic pulse that mirrors the graceful formations of the models. The result is a refined live-action technique that bridges the gap between activewear performance and luxury fashion, proving that even the most technical sportswear can command a space within the realm of elevated, lifestyle-driven visual storytelling while maintaining an uncompromising commitment to brand identity.
Nike · Alysa Liu - Win (Supervision, Sound, & Mix)
Movement serves as the primary language in this compelling sportswear campaign for Nike, which captures the precision and artistry of professional figure skater Alysa Liu. Eschewing the conventional polish of commercial sports photography, the project adopts an experimental, tactile approach to storytelling. By utilizing a distinct live-action technique where a hand holds physical photographic stills of the athlete directly within the frame, the montage creates a visceral dialogue between the static image and the fluid, slow-motion reality of the ice rink. This juxtaposition, layered against textures of scratched ice and industrial walls, transforms the skating footage into a rhythmic study of form and physics. The editing is purposefully rapid, pushing the narrative into a cinematic space that feels both raw and intimately constructed. Sound design and audio engineering provided by The Crystal Creative anchor these visual flourishes, weaving a sonic landscape that matches the athlete’s sharp, decisive movements. By grounding the high-performance nature of Alysa Liu's training within this lifestyle-oriented aesthetic, the piece succeeds in humanizing the intensity of professional skating. The result is a bold departure from traditional athletic marketing, leaning instead into a fragmented, multi-layered perspective that invites the viewer to experience the sport through a sophisticated, lens-focused craft that highlights both the strength of the performer and the versatility of the Nike brand.
Nike · LISA x Nike - SKIMS Spring 26 Collection (Original Music) 2026 Webby Award Winner
The collaborative energy between global superstar LISA and Nike for the SKIMS Spring 26 collection campaign redefines the intersection of high-performance sportswear and editorial fashion. This cinematic commercial leans into the marriage of fluid movement and architectural precision, transforming a spacious, classical-style hall into a stage that highlights the collection's modern silhouette. The choreography, executed with remarkable grace by LISA and a diverse ensemble, serves as a visceral display of athletic elegance, brought to life through a sophisticated live-action technique. The soft, atmospheric lighting enhances the minimalist aesthetic of the coordinated black athletic wear, allowing the intricate patterns of the dancers to take center stage against the majestic backdrop of white marble columns. Crucially, the visual experience is elevated by an evocative original score provided by The Crystal Creative, whose sound design mirrors the rhythmic intensity of the choreography. By synthesizing high-energy performance with a refined visual language, the campaign moves beyond traditional fashion marketing to craft a compelling, multisensory narrative that celebrates both the versatility of the apparel and the technical mastery of the performers involved. The result is a seamless fusion of rhythm, style, and movement that resonates with contemporary audiences while firmly positioning the collection as a pinnacle of activewear design and creative collaboration.
Nike · Alysa Liu - Win (Supervision, Sound, & Mix)
In a kinetic display of athletic discipline, Nike frames the rigorous daily routine of professional figure skater Alysa Liu through a lens that bridges the gap between high-performance sportswear and raw, documentary-style storytelling. This project, focused on the intersection of human movement and elite capability, captures the raw intensity of training on an indoor ice rink, where every rotation and landing is punctuated by a focus on technical precision. The film leans into a blend of lifestyle aesthetics and action-oriented framing, utilizing slow motion to emphasize the physical strain and grace inherent in Liu's practice. As she navigates the rink in a minimalist all-black outfit, the narrative shifts between expansive, wide shots of her gliding across the ice and intimate, detailed close-ups that document the tactile reality of adjusting her skates. The visceral experience of the training session is heightened by the sound design and expert mixing provided by The Crystal Creative, whose auditory landscape grounds the visual sequence in an immersive atmosphere. By stripping away extraneous spectacle, the piece highlights the pure, unvarnished labor that defines world-class skating. The result is a grounded, live-action technique piece that celebrates the dedication of the athlete, reinforcing the brand's commitment to the authentic, behind-the-scenes moments that fuel greatness on the global stage.
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