Nike     /  Nike NYC          –       2021

Nike NYC HQ needed a re-fresh. An identity that felt unique but also real, familiar & relatable. That was flexible enough to adapt and connect with each one of our athletes, communities, and segments. And we knew two things for certain: that culture is our unfair advantage, and that NYC changes Nike. So we created the Nike NYC brand based on that premise. Inspired by the iconic and timeless NYC subway signs created by Massimo Vignelli and Bob Noorda (see NYCTA Graphics Standards). Using Helvetica Neue as our main Typography and the classic directional signage as our complementary graphic elements.

Project Credits  



Nike Team: Carlo Michelangelo Luetto / Creative Director
Nate Skinner / Narrative Director
Christian Hendry / Executive Producer