Friends in outdoor gear on a hillside, shot fisheye, with PLAY lettering

Nike Play

2026

A concept for a new Nike line, built on one bet: people who enjoy their sport stay in it longer. Self-initiated. Not affiliated with or endorsed by Nike, Inc.

Disciplines
Strategy, Identity, Campaign
Year
2026
Nike Play logo, a black swoosh above rounded PLAY lettering, on a red-orange field

Nike has sold discipline for decades. Play sells the reason you come back next week. The line, Play to last, turns fun into an edge: the runner who enjoys the route keeps running it.

Strategy, naming, identity, campaign and product. Bubble lettering against Nike's condensed type. The swoosh loosens into a wave. The casting puts friends in groups, against Nike's tradition of the lone hero.

The launch centres on Nike Play Worldwide, a set of fun runs on 10.10 in Central Park, Parque Ibirapuera and Parc Rives de Seine.

Nike Play logo sheet in white on black: wavy swooshes, PLAY badges, a flower mark
Rooftop billboard reading Loose Lasts in green on red, with Nike Play logos at left
Blue poster reading He Who Plays Goes the Farthest in red, with the Nike Play logo
Magenta poster with a large green wavy swoosh above the words Nike Play Worldwide
Blue Nike Play logos on orange, including a Nike Play Worldwide badge and a flower mark
A hiker in a brown hooded jacket on a grassy trail beside five wavy blue swooshes
Repeating Fun Run graphic in green on magenta, listing three parks and No Timers Allowed
Three Nike Play Peel & Play strips naming Central Park, Parque Ibirapuera and Parc Rives de Seine
Two race banners reading Start Whenever and Finish Whenever, with a PLAY badge and flower mark
Nike Play wayfinding signs cycling through High Fives, Play Zone, Stretch Spot and Water Stop
This Way to Play signs cycling through Central Park, Parc Rives de Seine and Parque Ibirapuera
Three friends in outdoor gear peer into a fisheye lens, captioned Play Is the Long Game
Sky-blue poster reading Play Every Day in red between two smiley PLAY badges
A woman in pink with a camera and green belt bag under orange PLAY lettering
Three vertical panels of friends in hoods and sunglasses, overlaid with Joy Outlasts Willpower and PLAY
Nike Play course map poster: a winding red loop past Snack Stop and High-Five Tunnel
Poster titled Watch What Play Does to You, with PLAY widening from 0 to 60 minutes
Coloring page of outlined Nike Play logos titled Color Outside the Lines, with six suggested colors
Nike Play flower mark, white loops around a small swoosh, on a near-black field
Window posters reading Play to Last and Nike Play Worldwide as two men in suits pass
Three skateboard decks on grass in red, blue and orange, carrying PLAY and Loose Lasts graphics
Basketball court graphic in red and yellow marked No Shot Clock, with PLAY in both keys
A man in sunglasses and a green puffer inside a magenta Caught Playing frame
Green wavy swooshes radiating like sun rays on red around a Nike Play Worldwide badge
Maze poster titled Find Your Way to Play, with the hint There's No Wrong Way
Sky-blue poster repeating PLAY in two red typefaces above the words To Last
Blue-on-orange word search poster titled Find the Play, with PLAY circled in the grid
Sky-blue Nike Play Worldwide postcard for 10.10, listing New York, São Paulo and Paris
Nike Play invitation reading You're Invited to Recess, with Bring Friends and Leave the Watch
Orange and blue shoebox on grass, its lid reading Built to Bounce, with a wavy swoosh
Wide orange banner reading Run Like Nobody's Timing, with a grid of Nike Play logos
Playlist 03 cover titled Pick-Up Game, with a blue PLAY smiley badge on orange
Race You to the Top banner in blue on orange, with a stacked PLAY lockup
Slim black banner reading Play Is the Long Game in white, with a swoosh after PLAY

Credits

Creative direction
Thiago Rocha
The Destroy 2 Rebuild fox mark in red on black
Next projectKeep scrollingDestroy 2 Rebuild2026