FINISH ON EMPTY | NIKE XC
I began this project knowing next to nothing about Cross Country, but soon I saw why Nike took this sport as serious as the athletes themselves. Nike asked us to refresh the look and feel of the 2016 Nike Cross Nationals—something to energize and inspire all the young athletes.
We created an energetic system that would encompass the strength and endurance these runners have. I worked along side our art director to create patterns that were based on the terrain: tough terrain, mud, rain, dirt, and heat. We wanted a dynamic system that would bring life and excitement into the material Nike was going to create for them. So with that in mind, the patterns were applied to apparel, posters, temporary tattoos, metals, wild postings, awards, and all throughout the race.
I really enjoyed this project! It was super fun to work on something that I knew would enhance these kid's accomplishments. I was stoked to see how well our work was applied.
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.