When the complex product innovations that serve athletes perform where you can’t see it, we worked to tell that story by changing the perspective. Nike Free technology has always been about allowing the mechanics of the foot to drive the footwear performance and amplify what the body was intended to do and get the best of barefoot running and product design. Merging the two through an overt visual transition allows the innovative sipping in the outsole to showcase its ability to expand and flex as the foot makes contact with and releases from the ground.

Complemented by initiative graphics that mimic the technology and overt messaging the piece supported the brands mission of bringing inspiration and innovation to every athlete by making the invisible visible.