This use of nature-like concepts in design uses the biophilia effect to please the eyes.īiophilia is the human eye’s ingrained taste for imagery that resembles nature. Nike has used colors on its products and website that give a refreshing taste of nature. Great designers know in-depth the principles of color psychology. The brown, white and grey resemble a typical outdoor landscape. Take a look at the earthy hues around the footwear images. Rather, the designers have played around with colors to give a sensation of being in nature. They do not use pictures necessarily of people running around on a track outdoors. Nike’s page uses a stunning combination of colors to create a taste of the outdoors. Using plenty of whitespace in this way creates a sense of freedom and effortless elegance.Ī Taste Of The Outdoors, And How It’s Accomplished They accomplish this through the use of significant whitespace as a core part of the design. Rather, the designers have let the page breathe. A Place For ImaginationĮven though Nike’s website has many notable images, it does not cram everything on you all at once. Let’s see how they convey this refreshing feeling through their e-commerce design choices. Nike’s website overall feels like a breath of fresh air. When you fire up Nike’s website on your phone or computer browser, what stands out is the brilliant use of color and emotion on the page. You can change anything at any time until the shoe looks just how you like it. You get to revisit the design choices that Kyrie Irving made when he worked on the Kyrie 4 Shoe with designer Benjamin Nethongkome.
The works of these artists have since been displayed across the globe through hundreds of high-impact touchpoints including retail takeovers, installations, film, billboards and experiential activations.The interactive shoe design experience is a real treat for Nike fans. Names like Luke Gilford, Ohni Lisle and Leandro Assis came together along with some of the global figures redefining sports culture today, including Bretman Rock, Shiho Shimoyamada, and Gia Parr, to name a few.īy centering queer, global talent in all dimensions of the initiative, the new Be True creates a powerful platform for self-representation that can evolve with the community.
The imagery produced for Be True’s relaunch is a culmination of just that: it features commissioned photographers, writers, stylists, designers, illustrators, and other creators. Similarly, the identity system serves as an ever-evolving platform that supports more localized collaborations and partnerships with LGBTQIA+ artists and athletes around the world. Widely varied illustration styles from different collaborators spotlight the diverse artistic output of the community. The approach to photography reflects the multifaceted nature of the community, juxtaposing two different photographic techniques: one that is sharp and documentary, another that is fluid and sensorial. Supporting the logo is a more inclusive color gradient that speaks to the idea of “proudly in motion,” replacing the traditional Pride rainbow and reflecting the fluidity of contemporary queer identities. The wordmark was also designed to be redesigned, every year, by a different LGBTQIA+ artist, reaffirming the campaign’s original purpose and allowing the creative power of the community to be front and center. With the goal of amplifying LGBTQIA+ voices within sport culture, we dialed down the “Betrue.” mark, turning it into a more declarative and less branded statement. In an era of formulaic and short-lived Pride campaigns, we reimagined Nike’s Be True initiative as a more meaningful, collaborative platform - one that champions LGBTQIA+ athletes and creators year round.
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