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Kickstarting the 2024 tennis season with a campaign aimed at constructing a more progressive perception of the sport.
NIKE: CONSTRUCT
The visual identity for 2025 makes use of a fluid abstract form that morphs and changes, symbolising countries merging together to become one. With the contest being held in Switzerland - the birthplace of Eurovision, a Swiss typographic style was used to convey a throwback visual.
SOLUTION
Kickstarting the new tennis season with a campaign aimed at constructing a more progressive perception of the sport. Nike: Construct is a campaign launched ahead of the Australian Open. With a visual language using shapes inspired by construction and a set of visuals showcasing the diverse group of athletes sponsored by Nike, the campaign lives to reconstruct.
A MORE PROGRESSIVE PERCEPTION OF TENNIS
NIKE: CONSTRUCT
PROBLEM
It's 2025 and tennis is still perceived as a sport lacking diversity.
SOLUTION
Nike: Construct is a campaign launched ahead of the Australian Open. With a visual language using shapes inspired by construction and a set of visuals showcasing the diverse group of athletes sponsored by Nike, the campaign lives to reconstruct the game.
CLOTHING LAUNCH
A clothing launch for the tournament starting in January accompanies the campaign to further symbolise the concept of fresh starts.
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