To create Nike’s US Football 365 NFL Campaign Language, we col­lab­o­rat­ed with Nike NA to push further into the Never Done” language, high­light­ing the spirit and celebrating the journey of progress. By pairing elevated typographic lock-ups with expressive hero shots and immersive action photography, we developed a versatile language that can be expressed by each of the 32 teams.

We expanded the global DNA.WIP toolkit to include more visual man­i­fes­ta­tions of progress: hole punches, painted illus­tra­tions made and a bespoke, handwritten typeface, appro­pri­ate­ly named Playbook.’

  • Branding & Identity
  • Art Direction
  • Motion & Animation
  • Type Design
Nike NFL Football is Never Done Jets
Nike NFL Joe Burrow Bengals Football is Never Done
All Nike NFL campaign illustrations with ILOVEDUST

In the language of Nike’s existing paint marks for DNA.WIP, UK-based ILOVEDUST hand-painted a series of iconic illus­tra­tions that embodied the irreverent, expressive emotion we sought to create for the 2022 season. Each illus­tra­tion feels intentional, youthful and serves to push forward the concept of Never Done.”

Tennessee Titans Football is Never Done
Vikings are Never Done Nike NFL
Playbook Typeface

As a tertiary typeface to the Palatino and Prototype, we hand drew Playbook: a light­heart­ed element used in small doses to tie the identity together.

Playbook Typography Process
Nike NFL Poster Collage
Miami Dolphins Jaylen Waddle Dual Poster
New York Giants Saquon Barkley Poster Layout Ratio Collage
Denver Broncos Russell Wilson Dual Poster
Nike NFL Football is Never Done Confetti Expression