Nike
Nike makes footwear and apparel for sport, built on athlete endorsement, product innovation and advertising that treats sport as a belief system.
Condensed capitals set enormous, cropped by the frame if necessary. Body copy is tiny by comparison. The headline is the image.
show sport without effort
use a body type that excludes most people
explain the technology before the belief
You only have to beat the person you were yesterday.
Second person, imperative, short. Speak to one athlete. Never explain the product before the belief.
People who train, from serious athletes to anyone who laced up this morning.
+If you have a body, you are an athlete
+Sport as a stand for something
+Effort over talent
×Excuses
×Sport as decoration
×Talking about winning without the work
would die on
The work happens when nobody is watching.
