During the 2024 Paris Olympics, Nike hosted their two-week “Art of Victory” exhibition and takeover at the Centre Pompidou, celebrating sport, culture, and innovation at the site that inspired the radical design of the Air Max 1 nearly 40 years prior. As part of the campaign, they also transformed the museum’s iconic façade into a digital canvas to showcase legendary stories of sport.

We worked closely with Nike to design the visual system that fueled the entire experience — from the smallest touchpoints like wristbands and social assets, to the largest motion graphics shown on the Pompidou’s façade: the largest screen in Europe. Not only did the system have to be flexible to accommodate this breadth of applications, but it needed to remain fresh and engaging for the multiple-week duration of the campaign.

Our solution was a system that pushed impact to the max. We took Nike’s familiar brand elements and stretched, condensed, and dialed them up to lead the charge toward victory. This meant modifying Nike’s iconic Futura type into its boldest iterations yet, taking inspiration from attention-grabbing vernacular design like boxing posters and street flyers. Our dynamic approach to type and punchy motion design allowed us to create both impact and consistency across radically different touchpoints. A confident but straightforward color strategy emphasizes Nike’s classic orange, contrasted by a new, electric Volt Green.

Nike provided photography heroing direct, head-on shots of athletes paired with unique AI-generated shoes customized for each. We also leveraged their special edition “Electric Print” pattern, creating a graphic through-line between product and campaign.

While “Art of Victory” celebrated Nike’s innovation in sport, our work showed that there is still room for innovation within their identity and even inspired other Nike campaigns during the shared timeframe. Most importantly, the identity captured the imagination of sports fans during the world’s biggest sports event — a victory for athletes and a victory for Nike.