Nike NFL

Campaign '22

A playful and expressive take on the NFL through Nike's lens aimed at younger audiences.

Overview

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.’

Sectors

  • Entertainment
  • Sports
  • Lifestyle

Timeline

  • Q3 2022

Credits

  • Nike Team

    • Allison Harvey
    • Emily Stengrim
    • Jake Kelly
    • Monique van Hummel
    • Noah Wilson

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.