NIKE AIR 87/09 - 22 YEARS OF INNOVATION by ART OFFICE DESIGN for Nike

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NIKE AIR 87/09 - 22 YEARS OF INNOVATION

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency ART OFFICE DESIGN
Designer Marcelo Faria Bacellar, Leonardo Burigo, João Henrique M. Steinemann
Producer Fausto Meira
Released August 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: NIKE BRAZIL
Product/Service: NIKE AIR
Agency: ART OFFICE DESIGN
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: ART OFFICE DESIGN, Curitiba, BRAZIL
Director of Creation: Rodrido Lino (Art Office Design)
Director of Creation: José Junior (Art Office Design)
Head of Atendimento: Flávia Simas (Art Office Design)
Assistance fAtendimento: Thaís Picelli (Art Office Design)
Designer: Marcelo Faria Bacellar (Art Office Design)
Designer: Leonardo Burigo (Art Office Design)
Designer: João Henrique M. Steinemann (Art Office Design)
3D: Pedro Dier (Art Office Design)
Architecture: Renata Mori Branco (Art Office Design)
Architecture: Felipe Moreira (Art Office Design)
Producer: Fausto Meira (Art Office Design)
Fornecedor: Stock Art (Stock Art)
Media placement: Shop windows with elements in MDF, printed stickers, acrylic, wire framing - São Paulo - 08/17/09

Describe the challenges and key objectives
Adapt the campaign’s worldwide language to the style of each retail outlet selected by Nike. All of this without allowing the campaign to loose its essence or conflicting with each retail outlet’s specific visual.

Describe the brief from the client
Launch of the 22 years of Nike Air commemorative retail campaign whose main feature was customised treatment for each store. The physical and graphic elements, such as illustrations, color schemes, etc., were translated based on a Visual Center Global for each point of sales, addressed their differences and consumer profiles. Executions with high-level direct visual impact all the way to executions requiring more subtlety, always with total concern in communicating the product with the unit, dialoguing with the environments in each store.

Describe how you arrived at the final design
Each retail outlet had its own style and audience, the solution was a special intervention for each environment. The campaign, focused on celebrating the “AIR” technology that revolutionised cushioning/damping systems, was applied in different formats and languages but without loosing sight of the main message which was the introduction of the new “AIR MAX”, a product that links the revolutionary “AIR” with the brand new Flywire technology, an ultra-light and ultra-resistant mesh system launched in Beijing.

Give some indication of how successful the outcome was in the market
Art Office was hired to manage special projects in Visual Merchandising for Pinnacle stores with the Sportswear profile. The objective of the briefing was to interpret the product’s Visual Center Global and create tailor made projects for each point of sales, taking into account their differences in space and public. The language needed for these projects was conceptual, innovative in nature for the celebration of the 22 years of the icon, Nike Air.