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NIKE GOLF : ART DIRECTION & DESIGN REFRESH


Nike is looking to re-establish itself as the leading brand in golf. The goal was to stay authentic to the sport while also injecting color and disruption into the industry, making Nike Golf unmissable.

The new creative platform is about capturing the athletes being locked in. Typically, golf is shown as more of a lifestyle rather than a sport. This world showcases the intense focus and athleticism that this sport requires and it’s the start of a visual direction that captures a bold, youthful and irreverent world for the next era of Nike Golf.

The design system is built on a foundation inspired by a golf scorecard grid, anchoring us firmly in the sport while providing the flexibility needed for a dynamic system. It incorporates a range of elements to craft expressions that span from subtle to bold. By leveraging classic design principles, the system adapts seamlessly to meet a range of client needs.

CREATIVE LEAD, CONCEPT, DESIGN + ART DIRECTION// Creative Partners: Mina Shoaib, Matt Comer, Seamus Conway // Producer: Travis Kinsella // Photographer: Marcus Smith