A Fresh Start

(The following is taken from case study work I wrote for Jacknife)

It may well be the most recognized brand on the planet, but when it comes to the day-to-day, the heart of NIKE’s operation remains at the local level, providing a platform for local athletes and promoting athletics in the community. It’s a philosophy that extends to engaging homegrown artists and designers when the work is intended for a local audience.

Elevator lobby: thin wooden slats placed at opposing angles spell 'NIKE' on wall and ceiling

Detail of ceiling work meeting the wall with cutouts for lighting

This thinking permeates the corporate culture and naturally extended to a massive ongoing effort to refresh branded environments around the globe. Jacknife was honoured to be tapped to lead the interior creative direction and execution of NIKE’s very first office in downtown Toronto and distribution centres in the metropolitan area.

Our work focused on creating an environment where, even in the absence of a “Just Do it” or Swoosh, there could be no doubt that you were standing in a NIKE space. We leveraged the rich cultural history of competition embodied by NIKE iconoclasts Bill Bowerman and Steve Prefontaine viewed through the lens of Torontonian and Canadian culture and partnered with local craftsmen to bring it to life. Executions leaned heavily on material story, context within the space and scale to create an experience worthy of the world’s most inspiring athletics brand.

Transition at corner from lobby to reception

It was gratifying to work directly with NIKE HQ in Portland, an organization steeped in design process, but even more rewarding is the reaction of the people that work there everyday. We’ve seen first-hand and through social media moments the pride they have in an environment that is unmistakably NIKE, yet still undeniably home.