Project Now
NOW.
The Now Project started from the idea of using athletes who have conquered or are currently conquering obstacles in their lives.
Based on real life events, these athletes have been through tough challenges. And while some have been dropped from their corporate sports sponsors, I wanted to put a positive spin on how these athletes are overcoming such hurdles. Using Nike's belief in the underdogs - the beaten athletes ("if you have a body, you're an athlete" ethos) I wanted to show the following people who I believe are athletes in their own right. Real athletes who fall, who break down and who are on their way to rising up once again.
Copy and art direction are based on the sports that they do, the colors they are associated with and terminologies based on their current game.
Why now? Because NOW is the time to do better, be better and live better than ever. Now is the time to re-claim what was lost, re-aim one's goals, recover from injury, and restart from scratch. Now is the time for a comeback.
All photographs used are not mine, and are property of their respective owners. No copyright infringement intended. This is not sponsored nor commissioned by Nike or the respective athletes.
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