A collaboration that puts the natural landscape as a playground for its athletes, where Nike and Patagonia merge their values to create an outdoor adventure experience.
Designed to inspire athletes and outdoor enthusiasts, this campaign transforms the natural world into a shared space for adventure, self-improvement and active play.
- The conceptSince the event organised by both brands would be circuits, routes, outdoor games for athletes and sports lovers and even activities for families with children, the creative concept of the campaign is adventure as a playground. This approach is based on a shared value between Nike and Patagonia: the connection with the natural environment as a terrain for overcoming and challenging.
In this context, nature is not only a passive setting, but becomes the very ‘playground’ where athletes can live more exciting and out-of-the-ordinary experiences that they could not in the city. On the one hand, ‘Adventure’ stands for any exciting activity or challenge offered by nature, accessible only to those who go into nature; on the other hand, ‘playground’ conveys the idea of a playful space, underlining that outdoor adventure is a form of recreation and enjoyment.
- The packagingIn line with the concept of the campaign, illustration has been chosen as the main resource to be used in the packaging, as it helps to better communicate the concept in a visual way by recreating and illustrating scenes in which outdoor sportsmen and women are involved in different contexts. This illustration is the main protagonist of the packaging together with other elements such as the combination of graphics of the Patagonia brand combined with the Nike logo and other additional claims and information.
- The identity
As I always like to do with my projects, I didn't want to leave this collaboration between both brands in just a simple packaging, but I wanted to expand the graphic universe of the campaign and give the project a wider scope.
The colour palette takes us to those natural environments, green and earth colours that together with the yellow we managed to subtract sobriety from the campaign and bring that fun tone to it. The main typography used is Margo+Beuys (Black) combined with Times New Roman (Medium Italic), used for headlines, posters, merchandising and different applications.
As far as photography is concerned, the campaign mainly uses photos of natural landscapes, always with people practising sport to humanise the campaign, and also makes use of graphic resources such as threshold de dos tonos de la paleta de color, para aportar ese toque analógico y orgánico que nos transporta más al mundo de la naturales, the mud...