In 2009, Nike Taiwan badly needed to reconnect emotionally to their youth, so they decided to launch the strong and powerful Just Do It attitude and spirit. The feeling was that kids only cared about the final score or end result of their chosen sport. Nikes challenge was to make them look past that result, whether thats a victory or a defeat. The only thing that should matter is the path they are undertaking. A TV and Print campaign was the original source for the typographic execution, and colors were pulled from them and used to influence the space. Basketball, running and BMX mantras were hand painted over the entire space, and guests could spend time in each area exploring the products on display all while reading these all important mantras.
Spatial Concept Creative Direction by DCD. painted type unknown