Conceptual: The 43rd Law
Nike was about to play a new game—cricket. With roots deeply enmeshed in Eastern culture, this traditional game existed long before the swoosh. Working in conjunction with Josh Berger (www.plazm.com), I developed the concept of the 43rd Law. Since 42 laws have governed the game for over 200 years, the 43rd Law would symbolize the next generation of players. It illustrated Nike's respect for tradition, but passion to improve and innovate the game.

Sample Copy:
Respect Tradition. Embrace Innovation.
For over 200 years, a code of 42 carefully constructed laws has governed the game of cricket, dictating everything from the size of the pitch to the number of wickets. Until now.

Introducing the 43rd Law: a rule that will set a new standard in performance footwear. It’s a law that combines rich tradition with innovation, and aims to inspire a new line of Nike products that will undoubtedly change the course of the game forever.