Nike London

Aug 2019

Nike London successfully redefines its brand identity through a high-octane campaign centered on professional boxer Joshua Buatsi. This project bridges the gap between sportswear and fashion, leaning into a gritty, cinematic aesthetic that resonates with an urban audience. The visual execution utilizes a powerful mix of black-and-white editorial photography and high-contrast, neon-drenched environments to establish a sense of focused intensity. By integrating bold, sans-serif typography with fluid, abstract motion-graphic elements, the campaign creates a cohesive visual language that feels both street-ready and premium. The inclusion of Soft Power on graphic design elevates the brand identity, as seen in the sophisticated wordmark treatments that interweave ethereal ribbons with the iconic Nike swoosh. Throughout the series, the project shifts seamlessly between raw lifestyle shots, where the athlete is captured in quiet, candid moments, and hyper-stylized commercial compositions that highlight raw athletic power. Techniques such as chiaroscuro lighting and the deliberate use of analogue film textures give the imagery a tactile, grounded feel, preventing the high-gloss production from feeling sterile. Whether through the lens of a documentary-style event or the precision of a studio-lit portrait, the work successfully anchors Nike in a cultural context that celebrates dedication, movement, and the intersection of sport and personal narrative. The resulting brand identity is a masterclass in modern, athletic-inspired storytelling that feels both raw and exceptionally polished.

Cinematic, Commercial

Low-key / chiaroscuro

Sportswear, Fashion