Nike, a 40-year old American brand, needed to position the company as a legitimate player in cricket, a 400-year-old sport deeply enmeshed in Eastern culture. We developed the concept of the 43rd Law specifically for the unveiling of Nike's cricket shoe to the Indian-based media. Since 42 laws have governed the game, the 43rd Law would symbolize Nike’s respect for tradition, but passion to improve and innovate the game.
Design Director: Josh Berger
It was a seminal year for Nike. Phil Knight retired. Lance Armstrong raced his last Tour. And Oregon's only Fortune 500 company hired a new CEO. Nike needed to communicate this to its shareholders. In collaboration with co-writer Dennie Wendt, we interviewed Phil, Bill and co-presidents Mark Parker and Charlie Denson to create Nike’s Annual Report.