nike 2022 reactives
Nike
Nike Reactives
2022
visual design
branding
design systems
about✐
Play New is a 2021 Nike creative campaign to empower youth to use sport as a vehicle to create meaningful change. The Nike creative team was looking for a transitional design concept to bridge the gap between this 2021 Play New campaign and the upcoming 2022 Work in Progress campaign.
✄impact
My project revolved around creating a scalable, social-first solution that powers athlete reactive storytelling for the 2021 NBA season. This visual style would also work to globally define the upcoming visual style for the upcoming 2022 campaign.
fig 01;current play new campaign (2021)
the future of nike's play new campaign
How can we scale the existing Play New campaign to work for real-time game updates?
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Dynamic media templates
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Inclusive branding
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We created a collection of dynamic templates that can be utilized as a playbook guide for Nike North America to follow. This is a "reactive" template to allow Nike NA to create social media content within 1-3 hours of a live moment to share out immediately.
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With this new campaign, Nike aims to evolve their previous look and feel from treating sport as elite to now welcoming new voices, different sports, and seeing more of the athlete over the end product or win.
fig 02; deliverables
↪ I delivered a dynamic collection of easily customizable templates for use cases such as rookie introductions, score updates, and career milestones. These templates had designated areas for videos and images.
Final deliverables
For the final deliverables, I created a set of scalable templates for an upcoming Nike social campaign titled 'Work In Progress'. This creative direction was meant to transition away from the current Play New's vibrant colors and intensity. Instead, Nike wanted to lean more on softer, more familiar colors such as cream, white, black, and orange in order to evoke a more inclusive and emotional side to sporting events.
