Creative direction, identity and logo for Nike Atelier and for ACG, the brand’s highest expression of craftsmanship built to an athlete’s specification. Moulin Light (released by Commercial Type) is the typeface used for the branding of international top athletes Jannik Sinner and Maria Sharapova.

The project was executed by Convoy, a Parisian agency that works at the intersection of creative direction and brand strategy.

Togethxr is a trailblazing media and commerce company founded by four of the world’s great athletes: Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird. The company was created to amplify the voices of women athletes and to show the world that women’s sports are not just something to be watched, but something to be centered and invested in. Their slogan, “Everyone Watches Women’s Sports,” is meant to rewrite the script and point out that, in fact, people do watch women’s sports.

The original T-shirt was released in December 2024 and went viral in June 2025. Since that time, Nike has partnered with Togethxr, added their branding to the original T-shirt design, and is now helping amplify the message with a variety of items and different versions of the slogan.

Interestingly, they chose Rafaella from Sproviero Type. Looking at the font, it is full of swashes and other decorative features that might lead one to assume it is too ornate. But, at its base, Rafaella is a sturdy italic with robust serifs. So, really, a clever design choice.

It is fun to see, as I continue scrolling through Togethxr’s community Instagram account, that they have adopted Rafaella for many different uses beyond the iconic T-shirt.

Concept and art direction for the Nike Paris showroom, created for the launch of the Fall 2024 collection. A project covering all visual and spatial aspects of the space – from the design of a central furniture piece to graphic treatments, material choices, product staging, and the creation of a coherent atmosphere aligned with the brand’s identity.

The typographic system – combining Palatino and Neue Helvetica – was implemented in line with Nike’s existing guidelines, contributing to the overall clarity and balance of the visual identity.

Art direction: Victor Carboni & Gabrielle Jabarnia
Agency: Midi:Quinze
Creative direction: Jérémie Boeglin
Business management: Morgane Lejeau
Production: Lab Productions
Photography: Herve Goluza

Under the name “PM24” (Paris Marathon 2024), Nike Paris ran an internal campaign during the Paris 2024 Olympic Games in Paris.

The “Marathon pour Tous” at the Olympic Games marked a novelty in the history of sport: amateurs and professionals shared the same course for the first time. Among them was Nike employee Romain Pivétal, who embarked on this adventure. For six months, we followed his preparations, capturing his vision of sport and his commitment right up to D-Day.

The aim of this immersion was simple: to tell an authentic story, the story of a passionate man preparing to take on a unique challenge. It's a campaign designed for Nike's internal communications, highlighting a powerful idea: performance doesn't just belong to the elite, but to all those who commit themselves fully.

Art direction by Victor Carboni
Design studio: Midi:Quinze
Creative direction: Jérémie Boeglin
Direction by Maxime Azzegagh
Photography by Lucas Du Bois
Commercial direction by Morgane Andréa

Dazed Maxx is a special new edition of Dazed magazine, created in collaboration with Nike to spotlight the vibrant subcultures of sport across the United States. Edited by athletes Sunny Choi, Bijan Robinson, and Tobey McIntosh, it explores emerging communities in New York, Los Angeles, and Atlanta through interviews, storytelling, and Nike’s AirImagination platform. The issue dives deep into how local sports scenes shape cultural identities, featuring conversations with community leaders and original articles from young local writers. Dazed Maxx is not just about sports but about how creativity, identity, and community intersect through athletic expression.

To celebrate the launch, Dazed is hosting simultaneous drop events in the three cities, offering limited-edition copies, custom merchandise, and immersive experiences that bring the magazine’s stories to life. They use three different typefaces to differentiate the cites: Los Angeles has Respira Black by Sharp Type, a robust yet elegant Rotunda, New York was illustrated with what appears to be ER Univers, and finally Atlanta used Louize Display by 205TF. Blending sport, subculture, and innovation, Dazed Maxx reflects a bold new era of community-driven storytelling and marks the first-ever US edition of Dazed.

Additional fonts in use include Compacta Black (Letraset/Linotype) for the logo and various members of Dinamo’s ABC Diatype for smaller text.

From Nike:

BHM ’20 represents a new vanguard of leaders making moves toward the future they believe in—individual moments adding up to something greater and connecting us in pursuit of our goals.

“Watch Us Rise – Until We All Win” is the motto of the 2020 edition of Nike’s Black History Month (BHM) campaign and collection. Excerpts from the BHM manifesto, written by Amanda Gorman, are set in Gräbenbach Mono Light and Bold.

From a detailed “from concept to execution” narrative WSDIA posted as Instagram story:

Objective: Connect African Americans and the Diaspora using sport as the binding platform to connect Black youth globally through a single act. There is no better way to create a shared experience then to create a moment that can be felt by two seemingly separated groups of people. Lets take this opportunity around this monumental moment in time to bring together youth from the US and their counterparts in Africa to create a collective story that shows how sport can be the common thread for all youth in the Diaspora.

Creative direction at Nike by Anthony Coleman. Design and creative direction by WSDIA. Photography by Joshua Kissi and set design by Zach Apo-Tsang.

The campaign was accompanied by a series of events “to celebrate vanguards who use sport to create a future they believe in.”

Nike also produced three clips portraying black athletes entitled “Common Threads” using Gräbenbach Mono Light for the titles.

Episode 1: Ingrid Silva & Alex Thomas, narrated by Serena Williams

Episode 2: Crystal, Debra & Kairaba, narrated by Crystal Dunn

Episode 3: Vashti, RunGrl & Asra, narrated by Vashti Cunningham

Nike’s “So Win” campaign features tightly spaced Palatino. The accompanying fonts are their custom version of Futura Extra Bold Condensed for the slogan and Helvetica Now for the athletes’ names.

Unveiled during Super Bowl LIX, “So Win” includes a 60-second anthem, athlete extensions, still photography and a social media campaign that illustrate Nike’s unwavering belief in the limitless power of sport. […]

The anthem draws on [Sabrina Ionescu], Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson (formerly Smith) and several of their contemporaries from Nike’s iconic roster of athletes, who together encourage everyone to block out the noise, dig in and let their hard work speak for itself.

Crois pas qu’on dort, directed by Lou Marillier and Nick Walters, offers a raw and intimate look at Maysane, Leyna, and Charles-Antoine, three young Parisian athletes training for the 2024 Olympic and Paralympic Games. Filmed over five years, it captures their growth, struggles, and sacrifices as they pursue their dream of representing France on the world stage. The documentary was developed and produced by Pi Studios and SRAB Films with the support of Nike.

Aletheia, in collaboration with We Are Pi, was in charge for the global visual identity of the film campaign, including the creation of a custom version of LL Ruder Plakat designed with Lineto. All other information is set in Delegate by Commercial Type.

From Creative Review:

The posters and titles designed for the documentary riff on the name of the film. The art features images of the athletes shot by Solène Gün, whose work often deals with identity and culture.

The posters and titles feature a custom version of Lineto foundry’s typeface Ruder Plakat, which was tweaked by Parisian design studio Aletheia to incorporate “varying letter widths to echo the movement and rhythm of sport as well as geometric forms as a homage to the Olympic rings”, Chant explains.

The typeface was brought to life in motion by CC Studio, where movements were designed to resemble “the transformation of the ‘awakened’ state of the athletes in the film”.

SWOOSH FM ‘We’re On Air’ graphics for Nike Portland by FISK, using Neureal typeface by Laura Csocsán [edit: and ABC Maxi Round by Dinamo, see comments] in the logo.

In 2024, Nike unveiled a refreshed visual identity for Nike Air, their innovative and proprietary cushioning platform. Since its introduction in the midsole of the 1978 Tailwind, Air has been a cornerstone of Nike, used in every category of footwear, from basketball to toddler shoes.

The new identity was conceived by Nike’s in-house design team, who collaborated with Nguyen Gobber to create a bespoke version of their typeface, Generation Mono. This customized typeface features various adjustments, including a slimmer I, rounded corners, and refinements tailored to its diverse applications.

The redesigned wordmark, built with the customized Generation Mono, debuted at the Paris “Nike On Air” event, showcasing the latest iteration of Nike Air technology ahead of the Olympic Games 2024.

In Spring 2023, Nike launched the "Feel Your All" campaign, a global initiative that aims to reshape the perception of fitness. The campaign embraces a more inclusive approach, encouraging individuals to explore a variety of physical activities guided by their intuition and emotions. The creative direction was led by Tricia Chamberlain, with art direction by Emily Lemmer, Claire Pedersen, and Miyu Shirotsuka, and design by Jennifer Hook and Genevieve Poblano.

Photography was done by Emily Lipson and OK McCausland, with DP work by Jackie Bao and Bob Hoste, styling by Danasia Sutton, music by Raphaël Ajuelos and Kevin P. Keenan, motion editing by Anthony Miralles of Slips Studios and Joseph Perry, and hair and makeup by Rachel Lee Wright and Sophie Haig.

This month’s Nike members only sale ads are set in DaVinci Regular Italic by Virgile Flores and Helvetica Now by Monotype. The latter is also the typeface used for information on the Nike website.

SantosDilone and Hyphenated developed a new identity for Nike Diamond, the baseball and softball subbrand of sportswear company Nike. The new identity is centred around the slogan “Doin Damage”, symbolizing the impact of youth in revitalizing the iconic sport. In doing so, they aim to attract and inspire a diverse, younger generation, infusing the game with a fresh attitude.

The primary typeface of “Doin Damage” is Farmacia by Nguyen Gobber. It’s a bold condensed typeface combining geometry and sharp angular shapes found in old baseball stadium signage, street posters and classic Nike fonts. Farmacia is used for headlines and big, bold typographic treatments, while Neue Helvetica from Linotype is used for all further typography. The typographic treatments serve complementary expressions to highlight athletes’ initials and numbers, extending the visual language of “Doin Damage”.

The new visual identity for Nike Diamond utilizes a flexible, modular grid system inspired by the diamond-shaped baseball field. This adaptable framework allows for dynamic and energetic layouts, enabling flexibility with typographic sizes, styles, and proportions. Its modularity ensures consistency across various touchpoints, reinforcing the ‘Doin Damage’ identity.

The motion language is inspired by the action inside and around the diamond. It’s decisive and snappy edge to edge. Every movement has a clear intention by a specific direction and speed, indicating no hesitation in the athletes’ actions. Short holds and fast speeds define the rhythm of the sequence. The motion design was created in collaboration with Thru Motion.

Description of the project by New Studio :

With NIKE global we embarked on the branding of Nike's progressive new platform: NIKE Future Movement. Nike FM houses all community based initiatives from Nike, acting as a channel for programs such as Be True, La Familia, N7, We Are Born Ready, among others. [...]

But how do you brand community activism? We went back to the most basic step for starting a movement: spreading and propagating information. We took reference on traditional media broadcast formats and layouts, such as zines, newspapers and printed matter, from there we broke it up into a consistent but mutable and adaptable design system.

This campaign uses Pangram Pangram's PP Formula for its headline and body, a design choice explained by the designers on the Brand Identity website:

“We were looking for a typeface that has a bit of an activist character, something that is strong and rebellious,” Matos notes, further customising the A, M, V and W letterforms to appear more dramatically slanted. “It gives the typeface more character and supports the word ‘Future’ and ‘Movement,’” Matos concludes, “we also adjusted the weights here and there to give it a bit more of an imperfect feel,” embodying the grassroots contexts of many community causes across the brand, as well as the personal nature of the programme.

See the live website at nike.com. For more images, visit the website of Pangram Pangram and New Studio.

Nike Women Paris and the performer/choreographer Parris Goebel collaborated on a dance battle, an event held at the Maison de la Mutualité in December 2023. For the occasion, they used Carta Nueva, designed by My-Lan Thuong, throughout the campaign, which included both digital and material assets. Carta Nueva’s Spencerian-style script is used at a variety of scales throughout the campaign, highlighting its lithe and acrobatic rhythm. Carta Nueva is paired with tightly spaced National 2 Narrow and a yet unidentified monospaced sans [edit: ABC Monument Grotesk Mono, see comments]. The program (seventh image) appears to use yet another typeface combination.

In keeping with Parris Goebel's vision, many designers designed custom clothing for this show in collaboration with Nike. Additionally, a print catalogue presented the scenes and perfomers presents at the event. Carta Nueva was paired and used as a title type in the catalogue.

Packaging design for the revival of the Nike ACG Oregon Series. The boxes should include a special object related to the identity of ACG. The boxes were screen-printed by hand.

The cuts used for this project are EK Modena Extended in Regular and Bold.

EK Modena is a variable superfamily designed by Erkin Karamemet that consists of a variety of styles in six widths and eight weights. The upright shapes are joined by corresponding italics as well as monospace versions. Numerous OpenType features enable a wide range of stylistic alternates. From compressed headline styles to proper widths for long copy and sturdy shapes, EK Modena’s diverse and colorful design space provides a visual bouquet of applications.

Grand Slang (by Nikolas Type) in victorious use for the Nike Women's Sportswear T-shirt "Goddess of Victory", designed by Nike in Portland, Oregon.

On the front of the T-shirt, the famous Nike swoosh is combined with Grand Slang Italic in uppercase, while the back is a combination of the roman and italic styles. The sans looks like Novecento Sans (by Synthview), with caps from the Condensed used for “Sportswear”.

Alias is “the official selling app of GOAT and Flight Club”. It allows fashionistas to resell new and used sneakers, apparel and accessories.

Laura Csocsán designed the Seller Report 2023. She used the variable font Harber by Benoît Bodhuin in combination with alias’s custom versions of Metodo and Metodo Mono, designed by Davide Tomatis and available from Optimo.

Pigalle is a Parisian clothing brand created by Stéphane Ashpool. The brand is close to a number of athletes, in particular international basketball players, with whom it organizes sporting events. For one of them, a tournament École Duperré, Gaya was used for the event poster and a special jacket.

Pigalle presents itself as follows:

We are a small brand from Paris who has been doing a lot of different things for the past 12 years: designing clothes, setting up fashion shows, entertaining our Parisian district, building up colorful basketball playgrounds around the globe and above all bringing people together.

Grand Slang Italic in use for a Nike NSW (Nike Sportswear) T-Shirt. The iconic Nike swoosh is screen printed; the brand name is embroidered in a matching color. The T-shirt was designed under the creative direction of Steve Green at Nike in Portland, Oregon, and is available in selected stores around the globe.