Nostalgic Nike campaign steers clear of sleek sports advertising

While launching Nike’s latest shoe by NBA star Ja Morant, Copenhagen-based creative studio Astrae takes from the world of scrapbooks and family albums. Tasked by Nike to create the graphic design for a campaign that would launch a new shoe by the NBA star, it was “a bit of a dream project” for Astra. The challenge of the project was to create something that didn’t feel too cliché, that cut through the overly sleek landscape of advertising in the field. To kick things off, the studio spent a lot of time thinking about different letterforms and what meanings they might carry in campaign messaging. Uncovering a bit more insider knowledge on the basketball player, the studio’s approach was to be a stamp of this support – something that nodded to the nostalgic world of family scrapbooks and albums.