NIKE SB ALTIUS
Art Direction l Strategy l Graphic Design l Campaign
Nike SB and the Olympics have teamed up with a collaboration set to launch during the 2020 Games in Tokyo, Japan. The color scheme pays homage to the Japanese culture. As a nod to the skateboarding culture and its debut during the 2020 games, the “Altius” Dunk is also decorated with traditional Japanese patterns. Inspired by ancient Japanese warriors who dedicated their lives to mastering their profession, or "shokunin", the Nike "Altius" Dunk sneakers and skateboard are made for the skaters who hit the ground running day and night by setting goals to the highest standard and being dedicated to the victory.
Winner: 2019 Red Dot Communication Design Award
Millennials l Gen Z l Satori (Japanese Millennials & Gen Z)
THE BIG IDEA
The tenacity embodied in the Shokunin mindset is one fixed on becoming a master of one's passions. To be a warrior is to be shokunin, it is a way of life. It is setting goals to the highest standard and being dedicated to the victory. Through the stages of shokunin, warriors follow a ritual path, a journey to victory.
The warriors embody the ways of shokunin. The movements of the warriors are similar to those of skateboarders. Just like the warriors, skateboarders practice their crafts with the determination of successfully landing tricks.
NIKE SB "ALTIUS" DUNK
Featuring the Altius Dunk High and Low and packaging
Featuring three Altius Skateboard designs and packaging.
Presentation is for viewing purposes only.
Please do not attempt to make copies without consent.
Presentation is based on the Red Dot Award winning entry.
Strategy: Nita Thompson
Art Direction: Nita Thompson
Apparel Design: Nita Thompson
Graphic Design Team: Nita Thompson
Savannah College of Art and Design, Atlanta
Thuy "Quinn" Pham
Yuan "Coco" Chan