Nike, 2023
Print / Editorial
ECD: Evgeny Primachenko, Güney Soykan
Brand Strategy Director: Reid Schilperoort
Comms Planning Director: Anna Chan
Lead Designer: Linh-Yen Hoang
Design Producer: Maeva Richard
Studio Artist: Noa Redero
2023 marks the sixth year of Nike and W+K Amsterdam’s journey in the Middle East. This year’s campaign focuses mainly on Saudi Arabia and unearthing voices on-the-ground to investigate cultural practices, rituals, consumer behavior, routines and social norms and how it influences sport for young women. We took this immersion trip and brought it to life through a collection of conversations, observations and insights about women and sport in Saudi Arabia. We designed this in the form of a time capsule. Because of the speed at which everything is changing, the layout was intentionally designed in an accordion zine.