Nike : Cultural strategy & design

Nike wanted to design a sneaker and jacket pack that would resonate with the North African community in Western Europe. The challenge was to move beyond surface aesthetics and anchor the design in authentic cultural meaning, as the brand aimed to open up to this market and sought cultural strategy guidance to avoid pitfalls of appropriation or caricature.

Community bonds are deeply tied to music and gatherings. Rhythm is the commonlanguage. From tif beats to family celebrations, rhythm connects generations andgeographies. This became the foundation of the concept "Family Rhythm", position-ing the pack as more than a product: a tribute to belonging, culture, and identity.

We wanted to deliver a culturally grounded direction that shaped both design and storytelling,helping Nike connect authentically with a key audience.

• Cultural insights and research
• Design iteration and recommendations with Nike team
• Positioning and wording to frame the narrative
• Guidance on activation potential