Nike Design & Branding NIKE BETTER WORLD by Wieden + Kennedy Portland

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency Wieden + Kennedy Portland
Creative Director Ryan O'rourke, Alberto Ponte
Art Director Ayse Altinok
Account Supervisor Karrelle Dixon
Released December 2010

Credits & Description

Category: Online Digital Design
Advertiser: NIKE
Product/Service: NIKE BETTER WORLD
Date of First Appearance: Dec 30 2010
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Entry URL:
Creative Director: Ryan O'Rourke (Wieden + Kennedy)
Creative Director: Alberto Ponte (Wieden + Kennedy)
Interactive Creative Director: Seth Weisfeld (Wieden + Kennedy)
Design and Interaction Lead: Ian Coyle (Wieden + Kennedy)
Design and Interaction Lead: Duane King (Wieden + Kennedy)
Art Director: Ayse Altinok (Wieden + Kennedy)
Copy Writer: Antony Goldstein (Wieden + Kennedy)
Digital Producer: Ryan Bolls (Wieden + Kennedy)
Account Director: Jason White (Wieden + Kennedy)
Account Supervisor: Karrelle Dixon (Wieden + Kennedy)
Account Executive: Jamie Ostrov (Wieden + Kennedy)
Project Manager: Abby Martin (Wieden + Kennedy)
Media placement: Website - Online - December 30, 2010

Describe the brief from the client
Nike has a rich history in CR, and is passionate about how sport makes the world a better place. On the heels of global sustainability research, Nike asked the agency to build a digital experience dedicated to serving the athlete and the planet. The agency knew this campaign needed a voice with teeth and edge that would engage the youth consumer, resulting in a manifesto that captured a 'positive rebellion' stance. Lightweight digital design and sharable site design evolved to speak directly to the 17yo athlete about the brand’s social good and product innovation simultaneously, through a decidedly human lens.

Describe the challenges and key objectives
Nike Better World was established in 2010 to build on years of history in the corporate responsibility and sustainable business practices space. We needed to launch this element of brand to the savvy 17 year old athlete, who has little interest/understanding of the sustainability issues that affect their world. Our goal was to establish the Nike Better World voice, build an online presence and make it feel intuitive to the way kids consume material online, so that these macro issues would have more relevance to our target audience and inspire greater interest.

Describe how you arrived at the final design
With all the clutter and jargon that often surrounds sustainable business project, we felt that it would be better to focus our site to key highlights and information that would peak a consumers interest. Our design intuitively enabled the consumer to scroll through the information on multiple platforms without it feeling overwhelming and heavy as a site.

Give some indication of how successful the outcome was in the market
53% of our users who load the site make it all the way to the end, 14,300 pixels toward a better world.

5,500 registered on site.