Nike Soccer

Nike kicked off a $50 million marketing campaign in preparation for the 2004 summer Olympics. It commissioned a promotional site featuring key members of the US National Women's Soccer Team. Our challenge was to make this feel like a destination worth returning to.

Nike Soccer

Nike kicked off a $50 million marketing campaign in preparation for the 2004 summer Olympics. It commissioned a promotional site featuring key members of the US National Women's Soccer Team. Our challenge was to make this feel like a destination worth returning to.

1. Context

[↓] Nike's theme for the 2004 Summer olympics was "Speed". The design language for the campaign emphasized photography of athletes in motion, white and red uniforms, and uppercase type in Nike's Victory font.

2. Wireframes

[↓] The wireframes made reference to the photography that was available for the project. This level of fidelity enabled us to work through the layout and get quick approval from decision-makers.

3. Visual Designs

[↓] Doing work for Nike is very inspiring, but there's a danger of over-designing things. This site's photography was its strength, so we made sure the visual design served to enhance, rather than compete.

1. Context

Nike's theme for the 2004 Summer olympics was "Speed". The design language for the campaign emphasized photography of athletes in motion, white and red uniforms, and uppercase type in Nike's Victory font.

2. Wireframes

The wireframes made reference to the photography that was available for the project. This level of fidelity enabled us to work through the layout and get quick approval from decision-makers.

3. Visual Design

Doing work for Nike is very inspiring, but there's a danger of over-designing things. This site's photography was its strength, so we made sure the visual design served to enhance, rather than compete.

1. Context

Nike's theme for the 2004 Summer olympics was "Speed". The design language for the campaign emphasized photography of athletes in motion, white and red uniforms, and uppercase type in Nike's Victory font.

2. Wireframes

The wireframes made reference to the photography that was available for the project. This level of fidelity enabled us to work through the layout and get quick approval from decision-makers.

3. Visual Designs

Doing work for Nike is very inspiring, but there's a danger of over-designing things. This site's photography was its strength, so we made sure the visual design served to enhance, rather than compete.

4. Impact + Takeaways

The site made it possible for a generation of young soccer fans to feel more connected to the US Women's Soccer team during their journey to gold in the 2004 Summer Olympics.

  • It was a pleasure to be able to use Nike's amazing athlete and product photography. Sometimes the job of a designer is to know when to get out of the way.
  • The message for the teens that visited the site was a positive and empowering one. Practice, teamwork, determination, and grit were essential to performing at the highest level. Nike at its best.
  • This was a small project, but I still feel incredibly privileged to have been able to design for Nike.

4. Impact + Takeaways

The site made it possible for a generation of young soccer fans to feel more connected to the US Women's Soccer team during their journey to gold in the 2004 Summer Olympics.

  • It was a pleasure to be able to use Nike's amazing athlete and product photography. Sometimes the job of a designer is to know when to get out of the way.
  • The message for the teens that visited the site was a positive and empowering one. Practice, teamwork, determination, and grit were essential to performing at the highest level. Nike at its best.
  • This was a small project, but I still feel incredibly privileged to have been able to design for Nike.

4. Impact + Takeaways

The site made it possible for a generation of young soccer fans to feel more connected to the US Women's Soccer team during their journey to gold in the 2004 Summer Olympics.

  • It was a pleasure to be able to use Nike's amazing athlete and product photography. Sometimes the job of a designer is to know when to get out of the way.
  • The message for the teens that visited the site was a positive and empowering one. Practice, teamwork, determination, and grit were essential to performing at the highest level. Nike at its best.
  • This was a small project, but I still feel incredibly privileged to have been able to design for Nike.

← Nike Cycling

Stanford d.school →

← Nike Cycling

Stanford d.school →

← Nike Cycling

Stanford d.school →

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© Jess Ruefli 2025