Brand studio Athletics partnered with Nike to reimagine the retail experience at the brand’s flagship store in New York City. Tasked with creating a compelling visual and verbal narrative for Nike’s five-floor space, the studio delivered a dynamic system that speaks to the diversity and energy of NYC while championing Nike’s innovation and inclusivity.

The identity system centres on bold, modular type and a flexible grid structure, echoing the rhythm of the city. Inspired by New York’s signage, sports iconography and the rawness of urban life, Athletics developed a suite of expressive typographic assets, motion graphics and retail signage that seamlessly shift across physical and digital applications.

Each floor was given its own visual language, tailored to different product categories running, basketball, women’s, lifestyle and more. Wayfinding was integrated with storytelling, turning movement through the store into an immersive brand journey.

Athletics also delivered a robust tone of voice strategy that mirrors the city’s voice bold, confident and unapologetic. From campaign headlines to in-store messaging, every touchpoint was designed to reflect the spirit of the local community while aligning with Nike’s global presence.

This collaboration between Nike and Athletics is a strong example of retail branding that blends graphic design, strategy and environmental storytelling. It transforms a commercial space into a cultural landmark—bringing Nike’s values to life through type, motion and language.