Nike Football 的新纪元

打造一个全球足球“宇宙”

Client
NIKE

Service
Campaign Visual Identity

Partner
Li Xiang / Xing Chen

Team
AD: Xing Chen / Li Xiang
D: Xing Chen / Bian Shuyao / Li Xiaokang / Jiang Mengjun / Huang Xinyao
MD: Li Xiaokang / Regan Wei / Wang Yinan
PM: Wu Linxi
Intern: ‌Wang Changqiao
Case Study: Zhang Weiran / Li Xiaokang / Lu Siyuan

Nike Team
Edward / Amo / Tiara / Ryan / Yiting / Christina

Nike Football is entering a new chapter: alongside a refreshed brand identity, it is launching an interconnected Fall 2025 global campaign ecosystem spanning professional performance, culture and community — together celebrating the creative, fearless style of play loved by athletes and fans. Beyond the pitch, the brand also builds on its deep connection with communities, using creative expression and performance innovation to express its firm belief in pushing the game forward.

Within this global rollout, our team worked with Nike to localize the entire campaign ecosystem into Chinese — including Chinese lock-ups, typography and layout applications designed to sit alongside the global visual system — helping the brand create authentic, localized expressions of football culture in the Chinese market.

Based on the characteristics of the Western typeface, we designed a set of Chinese typography that could visually “pair” alongside Nike’s global lock-ups and bring the same attitude.

At the same time, we also created visual materials for local cultural events, such as 3v3 football matches held in Beijing and Shanghai, bringing the narrative context closer to local culture while staying consistent with the global brand identity.

Our goal was not only translation, but consistency in meaning, tone and graphic intent: preserving Nike Football’s creative edge while allowing the local market narrative to authentically integrate into local football communities.

Nike Football’s New Brand Identity

Nike Football’s new brand identity is a bold “reset” designed to capture the essence of attacking football — creative, fearless and always moving forward — drawing from the spirit of the brand’s golden era while laying the foundation for its next chapter.

This brand identity is positioned as an interconnected “universe.” Unlike a single, one-off campaign moment, it is made up of multiple overlapping and continuously advancing chapters, constantly building momentum and energy.

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Nike Football On-Site Event

The launch of the new identity begins with local experiences, landing in Hong Kong, Beijing and Shanghai. Nike created immersive experiences that precisely reflect how football culture is consumed today: football no longer exists only on the pitch, but also lives among football lovers, fashion, music, creator and social conversations.

Based on the visual characteristics of the Latin typeface, we selected and designed a Chinese typeface that complements it. Alongside the refreshed brand identity, we incorporated iconic elements of football culture into a series of localized poster designs.

The Return of T90

The appearance of legendary footballer Ronaldinho with a call for center pitch, is also a key highlight in igniting community energy. It defines Nike Football’s off-pitch look and attitude: carrying forward the brand’s fearless spirit, turning challenges into upward momentum, while paying tribute to the heritage and energy of Nike football products.

Our approach was to ensure that the Chinese layout aligned as closely as possible with the global version, from typeface and scale to proportion and overall visual density.

SCARY GOOD

SCARY GOOD shows Nike’s bold attitude toward breaking boring football narratives, inspiring athletes and fans through the fearless, creative style of play they love.
Beyond a campaign, SCARY GOOD is a creative manifesto that celebrates the unmistakable style of play of the world’s most ferocious attackers — a style that can bring the fun back to football.

SCARY GOOD includes nine films that pay homage to the horror and satire of late-night television, dramatizing a simple idea: Don’t just beat them, give them nightmares. Be Scary Good.

Across the films and the larger “universe,” featured athletes include Alexia Putellas, Kylian Mbappé, Ronaldinho Gaúcho, Erling Haaland, Vini Jr., Cole Palmer and more.
Nike’s intent is bigger than a star-studded lineup: this cast represents the breadth of Nike’s connection to football — and the game’s influence beyond the pitch.

The challenge was to give the Chinese characters the same “scary” quality and stroke characteristics as the Latin letters, while ensuring they remained clearly legible after 3D rendering.

Feed the Phantom

Following SCARY GOOD, Nike extends the story into the professional performance world with Phantom. The boots feature advanced technologies designed to enhance performance on the pitch. Based on global creative and visual system, UDL localized the Chinese slogans, typography and layouts, accurately carrying through the narrative tone of Feed the Phantom.

On a narrative level, this chapter turns the Phantom boot into a high-energy, character-driven force — “alive, and hungry for goals.”

This chapter rolls out through a set of four films starring Erling Haaland, Alexia Putellas, Rodri and Phil Foden.

How Nike Football’s Universe Reflects an Authentic Love for the Game

Nike’s roadmap pairs pinnacle on-pitch innovation with authentic, localized expressions of football culture — the layer where product, events, creators and community become the living proof of the brand’s football position. This approach creates a steady “drumbeat” of moments — films, events, product launches and cultural signals working together to invite athletes, creators and fans into the complete Nike Football universe.

Ultimately, it reinforces Nike’s position as The Home of Football: where the best athletes, stories and products live.

As Nike defines the word “athlete”: If you have a body, you are an athlete.