Nike Future Movement

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.