never done

Honour the past, invent the future.
For 50 years, Nike has imagined. Invented. Pushed beyond sport. To honor that journey means looking back to move forward. Look at every trial, every breakthrough, every moment that changed the game.

Fifty works of progress range from athletes, innovations, events and more, painting a picture of how far Nike has come but also informing the future and what’s next.

To bring them to life, Nike opened up its Department of Nike Archives (DNA): a living record of five decades. Every rise. Every stumble. Every victory.

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Joan Benoit’s Legacy

“Experts” would say women couldn’t run. Our uteruses could fall out, hair would grow on our chest, it would de-deminize us. Well that never happen, here’s what did.

The longest distance a woman could safely run was 1500 meters. An unsubstantiated assumption that unbelievably was a reality as recently as 40 years ago – until Joan Benoit and many others changed the landscape of sport forever.

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Tigerbelles’ legendary track & field legacy

Tigerbelles is the track and field team with a track record everybody needs to know about, but we bet you don’t.

To make their story seen and everlasting we created an indestructible installation made entirely of steel track spikes. It ended in The National Civil Rights Museum.

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The Rise of Women’s Football

The Department of Nike Archives has always showcased memorabilia signed by legends. A tribute to the past. But what about creating the future?

This time, nike turned its social campaign into a podium to uplift playground stars. and for the first time, DNA artifacts were signed not by icons of yesterday, but by the ones on their way up.
The first step: to use a not yet famous signature to throw light into the game of rising stars. The campaign will also pair them with pro athletes for mentorship, and promote Instagram swaps and autograph events around the globe for the upcoming talents.

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The Encore

A timeless message for a new generation.

Nike was built on iconic, influential advertising as much as innovative products. From declaring “There is no finish line” to inspiring a generation to dream crazy. The power of Nike has always been about being bold enough to say what’s on our minds.

Trends, references, styles and cultural icons change over time, but messages like “Behind every great goalkeeper there’s a ball from...” and “Who said (wo)man was not meant to fly” feel as empowering and motivating as ever. So Nike remade them with some of today’s prominent athletes and creators, like soccer star Sam Kerr and skating phenom Sky Brown

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Cosmopolitan Middle East
Nike’s 50th anniversary is putting women at the forefront of the brand

Little Black Book
Nike 50th Anniversary - Never Done Inspiring

Little Black Book

Nike - Never Done Making History

Cannes Lions 2023 Shortlist - OOH

Clio Sports 2023
Gold — DesignBronze — Events/Activations
Bronze — OOH