Nike Free Brand Book
How do you communicate words like articulation, longitudinal siping and reverse flex grooves to a global audience? Very carefully. The Nike Free Brand book established creative direction for one of Nike’s most innovative and highly-technical products. In collaboration with writer Dennie Wendt, we conducted interviews, amassed research, and wrote a compelling story about a complex shoe.

Sample Copy:
Tobie HatField and Eric Avar work in Nike’s “Innovation Kitchen,” a top-secret arm of Research and Development. When Tobie and Eric caught wind of the resurgence in barefoot training, they decided to do a little sole searching and called former Stanford University Head track Coach Vin Lanana. They discovered Lanana had been training unshod athletes on the plush grass of the Stanford golf course for the past ten years.“We’re always trying to be one step ahead,” said Lanana.

Well, that’s funny, because so are we.