Sophistication a New Goal for Sports Graphics
Nike Campaigns Encourages
San Francisco’s Hybrid Design has had a long-term relationship with Nike, dating back into the 1990s.
Two projects for the iconic footwear company recently used both print and retail graphics to emphasize Nike’s understanding of and empathy with athletes of all levels.
One, the “Make Yourself” holiday campaign, had the objective of creating an evergreen voice for the Nike Women’s category. In print advertising, as well as retail environments and outdoor, Hybrid captured expressions of women’s empowerment in the hopes of encouraging women to improve their physical form, and share their strategy of becoming “the best versions” of themselves.
A second project involved developing a pinnacle retail presentation, to be displayed at the Niketown store in Manhattan, during last year’s US Open. By using unique materials and structure to tie the historically formal event with a grittier “Take Every Advantage” tennis retail campaign, Hybrid transformed the space into a one-of-a kind shopping experience.
Credits for the make yourself
campaign at Hybrid include:
Dora Drimalas, Creative Director
Caleb Kozlowski, Design Director
Ed O'Brien and Johanna Tran, Designers
Kelly Ongpin, Project Manager
Credits for the retail
Brian Flynn, Creative Director
Ed O'Brien, Design Director
Johanna Tran and Crystal Chou, Designers
Carly Fuller, Project Manager