Nike Train to win
Creating an engaging retail experience around key athletes.
Nike China
Preparation for 2008 Beijing Olympics
Point of sale collateral
Nike Asia Pacific needed an engaging retail Although a single typeface (Futura) was used These large, inspiring books were produced experience as part of its strategy leading up to the 2008 Beijing Olympics. Integral to this initiative would be Nike’s leading athletes: champion hurdler and world record holder,
Liu Xiang; tennis superstars, Roger Federer and Maria Sharapova; basketball whiz, Kobe Bryant; and boxing sensation, Manny Pacquiao.
The mind of a winner. Visualised.
Working exclusively with images provided by the client, Nicknack created an unusually large, case bound book (600x900mm) that walked consumers through the training regimes of these top athletes. Although a single typeface (Futura) was used throughout the book, variation was created by treating the type according to the athlete’s personality. Aptly titled, ‘Train To Win’, the book told inspiring stories of each athlete’s mindset and approach to training. Visual treatments appropriate to the style and content were then carefully crafted to express the intensity, level of commitment and sacrifices that enabled these athletes to reach the pinnacle of their game. The result provided consumers with an extremely intimate glimpse into the psyche of
a winner.
