FINISH ON EMPTY | NIKE XC
Nike asked us to reimagine the branding for Nike Cross Country. Each year 20 high schools across the country compete in the Nike Cross Country Nationals, Nike Cross Country Regionals, and the Oregon and Washington Boarder Clash.
We were asked to create a long lasting system—our response was a set of patterns, a grid structure for these patterns to live in and a bold type treatment. Our roll was to create the look and feel, and Nike implemented using the tool kit we created to guide them. One of our designers ran cross country in high school, which gave us the insight we needed to create beautiful patterns based on the various elements of cross country.
I began this project with research into the sport, where the brand has been and then where I think it should go. I wanted Nike Cross Country to feel energetic, inspirational and most of all bad ass! Our vision as a team was to create a system that would all of that and also feel fun, fresh, unique to Nike Cross Country, work with photography and on it's own, and would always feel part of the sport. Our patterns, grid structure, layout and typography were all based this to help these kids and Nike compete with confidence.
Regardless of what we created these kids kick ass, but it's my hope that our work will reinforce their drive and passion for the sport.
Wieden + Kennedy
Below are Snapchat filters used during the National and Regional events.
Below are the environmental pattern write ups I wrote to be used on social media and throughout the events.
Below is some of the process.
I redesigned the Nike NXN logo that was revealed during the fall 2017 Nike Cross Nationals.