“To get to the next level, you often have to take a step back. Deconstruct what you’re trying to accomplish, master the fundamentals, and then re-assemble things one component at a time.”
This quote from Nike’s promotional book may reflect what they had in mind for their fleece brand, but it sure does describe the awesome production on this case-bound book.
It’s urban (layers of chipboard laminated together for the cover)… contemporary (an orange color palette with product shots in close focus)… collegial (type and copy boxes look inspired by a 3-subject spiral notebook)… creative (a perfect-bound book glued to the inside back cover)… cutting edge (a CD window was cut into the thick chipboard of the inside back cover).
My absolute love-love-love-it element is on the front cover. The printer took five cartons of Nike-supplied XXXL hoodies and sweat pants, cut them into swatches, and embedded those actual pieces of fabric under a diecut window that spelled out “AW77.” (AW77 is the original hoodie developed by apparel design Geoff Hollister in 1977 for the elite running team named Athletics West.)
So by deconstructing this amazing design and print job, it’s all too clear that those involved with this project went far beyond mastering the fundamentals and attained a higher level of excellence.
Nike Sportswear Fleece Brand Book was featured as a Paper Inspiration.
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By Joseph Marin
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