Nike Hike

The outdoor apparel and equipment sector is hugely competitive so if a brand wants the edge it needs not only to offer the most innovative sustainable materials and technology but must also offer the most memorable and honest 'positioning'. Eschewing the usual cold, 'tech spec' talk by embracing a resonant and human tone-of-voice, paired with a 'smile in the mind' graphic language – we landed on NIKE HIKE (or NIKEY HIKEY depending on which side of the pond you sit) as a re-positioning concept for NIKE's ACG brand.