BRAND

FUNDAMENTALS

STORY DEVELOPMENT

Storytelling is the direct line to Nike Culture and Heritage. From imagery, art, interactive installations and artifacts to the selection of materials and color, everything is an opportunity to tell a story. Thoughtful choices deepen our connection to the audience and help build an inspiring and inclusive environment. Effective Branding is not simply decoration. What we choose to elevate communicates what is important to the brand and the priorities of the specific project.

 

Storytelling supports Nike's values of Sport, Authenticity, Sustainability, Equity, and Community.

Priorities

Storytelling should generally fall into three categories, based on relevancy and longevity. This can flex according to specific project need and should be tailored to fit project requirements and guardrails.


Evergreen Nike (70% of the stories)

Timeless stories and visuals that are relevant and relatable to all Nike employees, regardless of geographic location or space function. The selection of evergreen subject matter should be strategic and relevant for the life of the space.

 

This includes, but is not limited to heritage logos, founders' quotes, campaign taglines, historical dates, photos or graphics of influential Nike figures.

 

Namesake (20% of the stories)

If the facility is named after Nike product, athlete, or historical Nike figure, the storytelling should celebrate the subject and help users understand their importance.

 

This includes, but is not limited to historical photos, advertisements, artist collaborations, photography or campaign imagery specific to the namesake.


Localism (10% of the stories)

Leveraging home team pride & culture can be a powerful storytelling opportunity within our spaces, and helps Nike build an emotional connection with team members and guests. Confirm that any storytelling that embraces localism has direct and relevant ties to Nike’s history and mission. 

Story Mapping

Brand storytelling is used to create a journey of inspiration and discovery. It welcomes employees and guests and introduces them to Nike's core values. The most effective journey is one that is well-paced and uses multiple levels of engagement to create an experience that is dynamic and informative.


Put the energy where it's important and impactful. Be mindful of the overall experience as people move through the environment and engage with brand stories, creating an ebb and flow with overt content and deeper, more nuanced storytelling. Balance high energy designs with moments of calm reflection - enhancing the way people use each space.



Image linking to Occupancy Planning

Mexico City, Mexico

Overt

There is a power in telling familiar stories that can be understood at a glance. These brand moments are composed of highly visible elements that are recognizable as central to Nike's brand identity. They serve as effective beacons that ground viewers in the Nike environment and build enthusiasm for deeper engagement.

Image linking to Occupancy Planning

Joanie's, WHQ

Discoverable

Subtle details beckon people closer, leading them to explore the brand narrative more deeply. These nuanced stories might use unexpected materials, forms, symbols, or text. These moments evoke curiosity and surprise, and elicit a sense of belonging for people who uncover meaning that is less commonplace.

Image linking to Occupancy Planning

New York, USA

Ambient

Subtle layering of design elements builds an intangible ambiance that feels strongly connected to the Nike brand. Storytelling can connect to the overarching brand narrative, but is not meant to be understood in a literal way. Ambient design elements are embedded in the environment as a bridge between the architecture and brand.

Story Mapping

  • Heritage Assets and Department of Nike Archives (Nike DNA)

    Nike heritage is an essential element in the workplace environment, serving as a reminder of our values, introducing key people and moments that built the company, and inspiring team members to push the boundaries of culture and innovation.


    Historical Brand information, images, stories and artifacts are maintained and managed by the Department of Nike Archives (Nike DNA). For more information access and use, visit DNA.NIKE.COM


    Do:

    • Verify appropriate usage with Nike DNA and Sports Marketing, to ensure references are in good standing.
    • Ensure stories are still consistent with Nike's values and Design Ethos.
    • Utilize heritage elements in respectful and honest ways.
    • Reference campaigns with specific connection to the project or location.
    • Interpret visual content in fresh and artful ways, adapted to suit the space.

    Do not:

    • Using heritage content solely in its original state, without tailoring for the project context.
  • Nike Art Department

    The Nike Footwear and Apparel teams' original artwork for seasonal product can be utilized for prints and patterns, such as framed office artwork or conference room wallpaper. Select graphics that are relevant to the project and adjust for scale, composition and color as needed.


    Learn more about  curated Art Department Graphics. 

  • Longevity

    It's essential to understand the time frame of site's future. Is this a short lease or building that will be in Nike's portfolio indefinitely?


    Do:

    • Ensure that brand installations will withstand an appropriate length time, for both content and construction. Keep wear and maintenance in mind.
    • Tell temporary stories with design applications that can be easily updated or replaced at minimal cost.

    Do not:

    • Use current campaigns that are popular now, but may not be relevant in a few years (unless time and budget have been allocated to swap them out on a regular cadence).
  • Quotes

    Meaningful quotes from key Nike figures and campaigns offer valuable insight into the brand's culture and attitude, capturing the essence of sport and competition. These words have great power to inspire both teammates and guests. They can be incorporated throughout the environment in public or private spaces.


    Do: 

    • Ensure that Nike employees, athletes or partners that are in good standing with Nike DNA and/or Sports Marketing.
    • Present words in a compelling, contemporary, visually interesting way (e.g., artist reinterpretation, texture, 3D sculpture).
    • Consider that some words might require additional context.

    Do not:

    • Do not repeat quotes too frequently, as they can lose impact

CASE STUDY:

SEOUL,

SOUTH KOREA

NIKE OFFICE

Evergreen

Running: At its core, Nike is a Running brand, having started a global running revolution that began in its earliest days in Eugene, Oregon, USA, and has not slowed since.


Speed: Nike has long led the pack in pushing the boundaries of speed, a primary motivation in sport and innovation.


Bill Bowerman: Legendary running coach and foundational Nike figure—was the catalyst for the popularization of running as a sport and everyday activity.

Namesake

Not applicable to this project.

Localism

Global Football: The Nike-sponsored National Team connects local culture to Nike culture. The 2002 World Cup victory is a source of local pride and an emotional tie to the Brand.


Speed: South Korea is the fastest marketplace in the world. From product manufacturing to street fashion to K-pop to tech adoption and digital connectivity, South Korea has an inexhaustible energy to drive culture fast.


Running: As an outdoor sport and an everyday lifestyle, running has seen a dramatic increase in popularity among Seoul's youth, with the emergence of Run Crews carrying the sport across the city.



All Conditions Gear: Technical gear in the Nike ACG product line supports everyday and outdoor sport in Seoul, and has been adopted into popular street fashion.

Story Mapping

Floorplans are provided by Nik's architectural partners and follow GPS Standards


  1. Hub: The central theme of running and speed are concentrated in the areas of highest activity. At the center of the hub, the core story of Nike's running revolution provides a direct through-line to the ignited enthusiasm in Seoul.
  2. Corridor: The running theme is simplified to one of speed, momentum and drive in the circulation corridor, which serves as a transitional space that connects team members to various expressions of sport.
  3. Meeting rooms and open offices: These add depth to the theme of outdoor sport, incorporating references to global football and Nike's ACG brand.
  4. Fuel Station: The informal energy of the fuel station further connects the brand to Seoul's vibrant sports culture, with a focus on global football.