Nike

Aug 2018

Nike's ambitious brand identity project for the Unlaced initiative in Paris marks a masterclass in spatial storytelling and industrial-chic design. By bridging the gap between historical athletic heritage and a modern, high-fashion urban sensibility, the project utilizes a deliberate commercial aesthetic to transform retail spaces into immersive, gallery-like environments. The work, executed with graphic design precision by Deutsche & Japaner, explores a rhythmic visual language that balances soft, natural light with cinematic, high-contrast chiaroscuro lighting. From the meticulous curation of vintage sneaker archives to the visceral, tactile contrast of faux-fur gym equipment against perforated metal, every element feels carefully calibrated. The identity system leans into a bold, stencil-style typography and a saturated color palette of deep blues, intense reds, and soft pastels, creating an immediate, recognizable visual rhythm. Through a blend of editorial lifestyle photography and refined UI illustration, the project captures a sophisticated, street-style energy that feels intrinsically Parisian. Whether highlighting the intricate details of branded laces or framing models against the iconic cityscape, the execution maintains a consistent focus on geometric purity and material contrast. This comprehensive branding endeavor succeeds in pushing the Nike Unlaced aesthetic beyond the traditional retail paradigm, repositioning the brand as a leader in curated, experiential design that resonates within the global fashion landscape.

Commercial

Soft Light