Nike Cycling

In the spring of 2004, Nike initiated a large push to promote Lance Armstrong and showcase its cycling gear. Our challenge was to find a way to create a cohesive, compelling whole from a limited palette of assets.

Nike Cycling

In the spring of 2004, Nike initiated a large push to promote Lance Armstrong and showcase its cycling gear. Our challenge was to find a way to create a cohesive, compelling whole from a limited palette of assets.

1. Context

[↓] Lance Armstrong was attempting to win a record 6th Tour de France in 2004. The might of Nike marketing was on full display at Niketown in San Francisco's Union Square.

2. Wireframes

[↓] Nike's amazing photography needed to be the star of the show. It was important that the wireframes communicate this clearly. I explored how to make the navigation visible when active and then pack away once a user made a selection. When the wireframes were approved, we found an alternate way to achieve the same goal.

3. Visual Designs

[↓] Cycling is a sport with a rich history but Nike was a newcomer in the space. The hero home page image was meant to evoke a sense of history as Armstrong went for his 6th Tour de France win. Metallic accents borrowed from bicycle components and provided a canvas for the site's photography and content. Dynamic transitions and sound effects created a sense of movement appropriate for cycling.

4. Recognition

[↓] Nikecycling.com was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

1. Context

Lance Armstrong was attempting to win a record 6th Tour de France in 2004. The might of Nike marketing was on full display at Niketown in San Francisco's Union Square.

2. Wireframes

Nike's amazing photography needed to be the star of the show. It was important that the wireframes communicate this clearly. I explored how to make the navigation visible when active and then pack away once a user made a selection. When the wireframes were approved, we found an alternate way to achieve the same goal.

3. Visual Designs

Cycling is a sport with a rich history but Nike was a newcomer in the space. The hero home page image was meant to evoke a sense of history as Armstrong went for his 6th Tour de France win. Metallic accents borrowed from bicycle components and provided a canvas for the site's photography and content. Dynamic transitions and sound effects created a sense of movement appropriate for cycling.

4. Recognition

Nikecycling.com was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

1. Context

Lance Armstrong was attempting to win a record 6th Tour de France in 2004. The might of Nike marketing was on full display at Niketown in San Francisco's Union Square.

2. Wireframes

Nike's amazing photography needed to be the star of the show. It was important that the wireframes communicate this clearly. I explored how to make the navigation visible when active and then pack away once a user made a selection. When the wireframes were approved, we found an alternate way to achieve the same goal.

3. Visual Designs

Cycling is a sport with a rich history but Nike was a newcomer in the space. The hero home page image was meant to evoke a sense of history as Armstrong went for his 6th Tour de France win. Metallic accents borrowed from bicycle components and provided a canvas for the site's photography and content. Dynamic transitions and sound effects created a sense of movement appropriate for cycling.

4. Recognition

Nikecycling.com was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

5. Impact + Takeaways

Nikecycling.com was effective in promoting Lance Armstrong, his team, and Nike. The design was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

  • I've been a lifelong cyclist and raced for 10 years. It was a dream come true to be able to work on a project that I had such an interest in. This project taught me how important domain knowledge is when designing.
  • While I'm proud of this work, it's bittersweet. In 2013, Lance Armstrong admitted to doping, as did a majority of the athletes featured on Nikecycling.com. Armstrong was stripped of his Tour de France wins and was banned from the sport.
  • I think about this project when evaluating the potential benefits and harms of the things I help create. I make things that are used by millions of people and I feel obligated to use my talents in a positive way.

5. Impact + Takeaways

Nikecycling.com was effective in promoting Lance Armstrong, his team, and Nike. The design was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

  • I've been a lifelong cyclist and raced for 10 years. It was a dream come true to be able to work on a project that I had such an interest in. This project taught me how important domain knowledge is when designing.
  • While I'm proud of this work, it's bittersweet. In 2013, Lance Armstrong admitted to doping, as did a majority of the athletes featured on Nikecycling.com. Armstrong was stripped of his Tour de France wins and was banned from the sport.
  • I think about this project when evaluating the potential benefits and harms of the things I help create. I make things that are used by millions of people and I feel obligated to use my talents in a positive way.

5. Impact + Takeaways

Nikecycling.com was effective in promoting Lance Armstrong, his team, and Nike. The design was recognized in ID Magazine's 51st Annual Design Review. It was also featured in the American Institute of Graphic Arts "Grown In California" design exhibition.

  • I've been a lifelong cyclist and raced for 10 years. It was a dream come true to be able to work on a project that I had such an interest in. This project taught me how important domain knowledge is when designing.
  • While I'm proud of this work, it's bittersweet. In 2013, Lance Armstrong admitted to doping, as did a majority of the athletes featured on Nikecycling.com. Armstrong was stripped of his Tour de France wins and was banned from the sport.
  • I think about this project when evaluating the potential benefits and harms of the things I help create. I make things that are used by millions of people and I feel obligated to use my talents in a positive way.

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Nike Soccer →

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