We worked with Nike North America Brand Team to re-design a lasting graphic system for Nike XC.

Inspired by the athlete’s tenacity and performance through any circumstance, we created a system informed by the terrain and conditions unique to the sport of XC. The overall look-and-feel represents the tension and physical endurance necessary to push past personal limits in extreme environments. Heat, snow, dirt, rain, tough terrain, and mud are the environmental cross sections of the east, west, north, and south regions. A modular approach in the use of pattern allows for degenerative, playful, and narrative expressions—capturing the dynamic movement and cadence of XC.