Nike     /  Finish On Empty          –       2023

Cross country doesn’t accurately reflect the actual history of running. Covered with a white filter, it doesn’t acknowledge the diverse population of runners who participate – and have done so for generations. In Summer ’23, we were asked to develop an inclusive Creative Direction,  Identity and visual system for Nike XC .
 
Inspired by Gen-Z’s desire to be born at a different time where life was seemingly less overwhelming, we brought to life a system applicable to all of Nike’s cross country running events in North America.    

Project Credits



Nike Team:
Carlo Michelangelo Luetto / Creative Director
Kris Cantrel / Narrative Director
Angie Bac / Art Direction
Martina Young / Narrative Manager
Erik Gundersen / Copywriter

David Kauder / Creative Director Running
Andre Simmons / Sr Creative Director

Agency: SOME DAYS