Client. Nike / Role. Design Director.
No Pride, No Sport.
In 2023, I collaborated with Nike to create the global 'No Pride, No Sport' campaign. Over nine months, I led the development of its visual identity, emphasizing the LGBTQIA+ community's vital role in sports.
What began as a two-week brainstorming session blossomed into a standalone campaign, independent of product initiatives. Our diverse international team conceived and executed the campaign, featuring dynamic digital out-of-home animations in key markets, a multi-channel presence on Nike's social platforms, integration across the Nike ecosystem, and impactful interactions with professional athletes.
Everything drives to a nike.com resource page we created. The page pulls together the work to support ongoing community partners and the brand’s beliefs in making the future of sport safe and accessible for all athletes.
The Flag
The first step was to define the visual elements that would built the visual identity of this campaign. That’s why we wanted to work with the rainbow flag as our most important and innovative piece of the system.
The iconic Rainbow Flag symbolizing diversity and LGBTQ+ unity inspires us to explore the depth of gradients within it. Gradients offer a new layer of meaning and fluidity, emphasizing intersectionality and individuality.
Typography
Audaz Font
Helvetica Neue Bold
Typography played a very important role in this project. We wanted to mix what Nike has been historically using + a custom font that adds a layer of boldness to the system.
We reached Fernanda Cozzi, a font designer that is part of the LGBT community, to design “AUDAZ” a proud font.
A Grid System
Based on this layout a 30px grid was built using the size of the dot of the headline.
The height of the Uppercase X of Palatino subheadline, will be equivalent to the dot of the headline and basic module of the grid.
The Design System
The billboards underwent a transformation where the term "sport" was replaced with specific sports like soccer. This deliberate change aimed to emphasize the LGBTQIA+ community's presence across various sports. At the end of the motion we added a QR code that drives to a Resource Page with material about inclusivity and links to organizations that support the LGBTQIA+ community.
Social Media.
Campaign has a big presence in Nike Social Media channels.
Resource Page.
We designed a Resource Page within Nike’s webpage to share useful information to support our LGBTQIA+ community.
Portand Pride 2023.
The graphic was used in Portland Pride Weekend!
Apparel + other ideas.
Social Media Impact
Besides the hate from some people in the social media, this campaign recieved a lot of love and we are proud about it!
R/GA Team.
Juliette Arnaud, Leah Alfonso, Tess Baker, Teddy Black, Andres Silva Bello, Frederick Brown, Agustina CarneroSturm, Pedro Coelho, Agostina Colantonio, Minjie Gao, Antonella Geminelli, Michaeljon Greene, Carrie Hamm, Colin Hodges, Tim Hutchison, Satoko Iinuma, Matt Jakob, Leonardo Jesus, Erica Jensen, Ally Johnson, Janaina Kam, Rob Kent, Grace Liu, Meghan Lorito, Bridget Hildebrandt, Ren Hom, Flavio Montiel, Rafael Ponzini, Natalie Roback, Virginia Saldano, James Skidmore, Becca Shead, Raqib Sheikh, Danielle Small, Julian Soto, Antonio Souza, Shannon Washington, Artiana Wynder, Emma Ziesemer