Launching an action sports brand using unknown young athletes and a completely new product offering is a big challenge—especially when it comes from Nike, the company that set and bears the standard for successful sports marketing. After several failed attempts to successfully find a home in the action sports community, Nike enlisted Nemo—born and raised in that world—to build a brand that could pull double duty: speak to core values and deliver sales volume.
The objective was to create and introduce something that resonates with a new generation in the rapidly evolving subcultures of six disparate action sports categories: skate, surf, snow, wake, BMX and motocross. That became Nike 6.0
Every year, the look of the brand evolved, progressed and matured—just like the featured young phenoms. The unifying thread is the common language shared among all action sports: art and creativity.
This is what seven years of creative campaigns looks like.