NIKE SB ALTIUS | Nita Thompson

NIKE SB X OLYMPICS

Art Direction l Strategy l Graphic Design l Campaign

NIKE

Nike SB (Skateboarding) 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 (Group Project)

TARGET AUDIENCE

Millennials l Gen Z l Satori (Japanese Millennials & Gen Z)

Competitor

Cruiser

Adrenaline Junkie

Shoe Collector

THE BIG IDEA

SHOKUNIN

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

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.