The Nike Adapt facility is a 750,000 sq ft distribution center in the Memphis metro area. I led a team of creatives at Big-Giant in a massive creative initiative to brand the space as a Nike workplace. By creating meaningful storytelling moments throughout the workplace, we brought life to the warehouse and threaded a narrative of Nike’s evolution as a brand.
Our creative team designed furniture, light fixtures, murals, posters, a basketball court, signage and brand identity for the facility.
Abstracted courtlines on the floor, chevron wall graphics and directional lighting speak to both the literal movement of people in the space, the product getting shipped and the figurative movement of athletes in sport as well as the progression of the brand.
This logo identity for the building is the ‘center court moment’ for employees. Entering the building, employees and visitors are greeted with the ‘home court’ branding signifying the ‘start of their game’. Abstracted court lines emanating outward lead people through the space and interact with architectural features and graphics heading into the warehouse.
Custom light fixture is a dimensional bar code light box. Repurposed Nike logos create artfully branded coffee table graphics.
The Dream Crazier campaign shined a spotlight on female athletes who have broken barriers, but the message serves to inspire all people united through sport to chase after their dreams. The mural we designed aims to inspire Nike’s workforce at Adapt to dream big and achieve greatness.
The execution of the artwork delivers a brand message that picks up speed as the phrase gains momentum. Fragments of the message are pushed forward or pulled back, breaking boundaries and shifting in an explosive manner that somehow maintains control as the pieces adapt and adhere to the architectural features of the space. Though mostly black, some pieces of the message are teal or orange as they shoot across the wall like boxes of shoes being shipped across the world or bits of data transmitted from one letter to the next. This mural in message and form aims to deliver a visualization of Nike’s intentional evolution through forward movement and refined technology.
This court is a Nike basketball innovation story told using patterns from key basketball shoes* and a color palette from the first Adapt products that looks towards the future progression of Nike products.
The herringbone pattern was introduced to give users better traction. The pivot pattern was a shoe design innovation that was informed by player’s movements on the court. These key shoe design features have progressed over time to give basketball players a wide range of movements and traction on and off the court. This story features a range of shoe outsole patterns that display this progression in shoe design.
The namesake of the court is about movement and adaptation. Whether as athletes on the court, employees at work or as the brand at large, Nike aims to keep moving and adapt to change.
Banners and coffee table graphics.
The Blue Ribbon Sports logo and Phil’s van are the driving elements of Nike’s origin story. Selling shoes from a van serves as an inspiration to employees using the career center to advance their futures.
The artwork is a typographic mural, expressing ideas of scale, movement, technical innovation, and unexpected creativity. The colors and composition transition as viewers move through the hallway, evolving over the span.
Utilizing the Adapt products, the posters are telling a data-driven story of innovation that exemplifies the lengths at which Nike goes to research and test products to best serve athletes.
“I promise I will dream big” mural tells a layered story of Nike’s inclusive vision.
Concepting, sketching, design, pitching concepts to and collaborating with the clients, leading the design team through the project from the initial brainstorm to overseeing production of all artwork and mechanicals.