Our assignment began as a straightforward task: clarify the communication of Nike iD. But it quickly grew in nature, becoming a bigger assignment to define co-creation within Nike – between brand and consumer, empowering athletes* to design, discover and celebrate their individuality. To do so, we created a system that visually communicated close collaboration.
Now, Nike forms the base layer, acting as the technical innovator, while athletes are given free rein to bring their personal creativity and style to life. Together, the elements express the new collaborative world of Nike By You.
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