Develop a unique piece of work, with superior artistic values so as to impact the influencers.

Through in-depth interviews to the notorious athletes gathered to this assignment, we got their own quotes to tell the story of their "secret".

Then, we had to find an artistic way to express and portrayed them, in a book.We wanted it to look dark, rich, bold and a bit twisted and typography was a key element to face this challenge.Different customized typographies were designed to express the identity and enhance the values of each character.Pen, pencils, markers, china ink… with brush, with finger, reverse writing and classic fonts.Each technique was used to support a particular story.

This resulted in a unique artistic book, with 6 kinds of limited editions, each one with a ‘secret’ chapter that could be get through an iPad/iPhone app.Brand edgy style attributes were built, positioning Nike a step forward.High demand of the “ghost” book.Great press amplification.Concept was also executed in OOH, print and merchandising.