4th & Inches
Project-Nike Sportswear commissioned D&C to conceptualize, design and execute a “visual center” for their football-inspired line of winter 2011-2012 offerings. Final deliverables included: Product photography, integrated illustrations, archival imagery with deep captions, seasonal manifesto, a custom publication to house the entire package, and a design for the flagship retail space at 21 Mercer.
Creative-NSW challenged D&C to represent the sport of football in a way that celebrated the game’s native qualities—hard work, dedication and sacrifice—while also making it accessible and culturally relevant to a fashion-focused consumer. Working with watercolorist, David Rathman, and photographer, Chadwick Tyler, D&C created a cache of smoky gridiron landscapes and emotive portraits that showcased both top Nike athletes and marquee products from the new offering. Careful selection of images from the Nike archives, such as the iconic “Bo Knows” print ads, and corresponding deep captions served to incorporate a look at the brand’s celebrated football heritage into the piece. Each element was modular by design so as to be mixed and matched across media.
Results-The 4th and Inches magazine was distributed at key Nike retail outlets and online as a Zinio digital magazine, where it was enhanced with behind-the-scenes video and optimized for the iPad and iPhone. Retail installations at top tier Nike boutiques around the east coast showcased images by Tyler and Rathman as well as wall-mounted punchlines from the manifesto.
Creative-NSW challenged D&C to represent the sport of football in a way that celebrated the game’s native qualities—hard work, dedication and sacrifice—while also making it accessible and culturally relevant to a fashion-focused consumer. Working with watercolorist, David Rathman, and photographer, Chadwick Tyler, D&C created a cache of smoky gridiron landscapes and emotive portraits that showcased both top Nike athletes and marquee products from the new offering. Careful selection of images from the Nike archives, such as the iconic “Bo Knows” print ads, and corresponding deep captions served to incorporate a look at the brand’s celebrated football heritage into the piece. Each element was modular by design so as to be mixed and matched across media.
Results-The 4th and Inches magazine was distributed at key Nike retail outlets and online as a Zinio digital magazine, where it was enhanced with behind-the-scenes video and optimized for the iPad and iPhone. Retail installations at top tier Nike boutiques around the east coast showcased images by Tyler and Rathman as well as wall-mounted punchlines from the manifesto.
