Nike

Sep 2018

Nike continues to redefine the intersection of performance and urban culture through a striking new brand identity project that channels the relentless spirit of the New York City running community. This editorial and commercial campaign, brought to life through the precise creative vision of M35, moves beyond traditional advertising by treating sportswear as a structural element of the city itself. The execution utilizes high-contrast aesthetics and a restricted color palette to juxtapose the visceral, raw reality of athletic exertion with the clinical, digital precision of performance data. By blending live-action technique with layered motion graphics, the project creates a visual language that feels both industrial and deeply personal. Oversized typography and distressed textures are expertly woven into the layout, grounding the brand in the gritty, tactile environment of asphalt and concrete. The integration of UI illustration and rhythmic, editorial-led composition transforms static images into a dynamic narrative of movement and endurance. Through this bold application of typography and graphic design, the project successfully bridges the gap between athletic grit and modern, high-end branding, solidifying a visual identity that is as much about the process of training as it is about the final result. Every panel serves as a testament to the kinetic energy of the sport, captured through a cinematic lens that remains consistently sharp, clean, and aggressively contemporary.

Editorial, Commercial, Cinematic

Typography, Motion Graphics

Sportswear, Fashion