During our tenure at Nike, we worked on multiple high-profile categories and projects. This is where we cut our teeth, learning how to translate athlete and market insights into functional, desirable products that solve true problems. Below are just a few of our projects.
NIKE TENNIS, NADAL REINVENT:
Between 2004 and 2008, Rafael Nadal’s image consisted of sleeveless tops, 3/4 length ‘pirate’ shorts, and a bandana. Initially this was a very irreverent look for tennis, but over the years it had become expected and tired. His image was ready for an overhaul and it is the Nike heritage to be irreverent. We wanted to update the product offering to truly convey his personality which was more trend relevant, youthful and inspired by Rafa’s off-court lifestyle at home in Mallorca. A more relaxed, contemporary aesthetic was born, without sacrificing Rafa’s flamboyant style.
NIKE TENNIS, ROGER FEDERER:
Led the Global Tennis Design team through many seasons with Roger Federer. We worked directly with Tinker Hatfield and in close collaboration with Roger (and Mirka) to create an elevated, tailored, iconic aesthetic.
NIKE TENNIS, MARIA SHARAPOVA:
Maria Sharapova challenged ‘youth’ assumptions. She was keenly aware of the competitive advantage of being well-dressed and looked to the heyday of the ‘correct’ feminine tennis dress. We modernized her entire look, using stealth innovation and channeling her directional style to build Nike brand heat that transcended the sport.
NIKE WOMENS:
DESIGN DIRECTOR OF US WOMENS SPORT: RUNNING, TRAINING, TENNIS, YOGA, PERFORMANCE SPORTSWEAR
Led the team through a dynamic and iconic period of enormous growth and change. Our maxims were Simplify to Amplify_ Femininity meets Performance_ Relevant Innovation: Sport Specific_ Consider the Future_ Commit to the High School Athlete. Our most iconic and difficult project was the Nike Tempo Short Reinvent_ It has now transcended its original Running short end use, versions have been created in Men’s Running, Nike Tennis, Nike 6.0 Swim, and in 2010 the Womens Tempo Short became the best selling style across all categories in Nike.
NIKE RUNNING:
Men’s and Women’s Running, involved in a total of 19 Men’s seasons and 12 Women’s seasons.
NIKE RUGBY:
We redesigned the official game day product and the entire training and commercial line surrounding it for the RFU, the FFR, Stade Toulouse, Barcelona, plus the team sports offering to the lower division teams. We wanted to continue the direction and progress Nike had made in the sport of rugby whilst creating a new step forward for the category, both technically and aesthetically. It had to be new, but it also had to be recognizable as Nike. The team was up against a tight timeline so we chose materials, suppliers and our goals for innovation strategically. We focused on weight reduction, fabric and construction strength, fit, and ball control assistance as our key objectives.
