Sport never pauses for sunrise or season. Building a system for a global campaign honoring the sun as a universal source of energy.
Nike Global brought us a campaign spanning Summer Sales through Back to School. At any given moment, part of the planet is waking up while another is settling into night, one market starting its day as another ends its own. The challenge wasn't choosing one moment. It was finding the one thing that's true across all of them, all at once.
We found it in the sun. It never actually sets, not everywhere at once. While it's lighting an early morning run in one market, it's still fueling a late-night workout somewhere else, and setting over a midday game in a third. There's no minute of the day when the sun isn't shining on someone, somewhere. That became the core of the campaign: energy that never sleeps, because the sun never does.
So instead of a fixed campaign, we built a system: a flexible set of visual rules, motifs, and assets that regional teams could adapt to their own moment, morning in one market, night in another, without breaking the thread that connects them all.
500M+ consumers reached, across 40+ countries, translated into 30+ languages, all running off the same system. Proof that the idea was never local to begin with: as universal as the thing it was built on.
In collaboration with Upstatement, for Nike Global.
Nike Global brought us a campaign spanning Summer Sales through Back to School. At any given moment, part of the planet is waking up while another is settling into night, one market starting its day as another ends its own. The challenge wasn't choosing one moment. It was finding the one thing that's true across all of them, all at once.
Idea
We found it in the sun. It never actually sets, not everywhere at once. While it's lighting an early morning run in one market, it's still fueling a late-night workout somewhere else, and setting over a midday game in a third. There's no minute of the day when the sun isn't shining on someone, somewhere. That became the core of the campaign: energy that never sleeps, because the sun never does.
System
No single execution could speak to every time zone and market at once. So instead of a fixed campaign, we built a system: a flexible set of visual rules, motifs, and assets that regional teams could adapt to their own moment, morning in one market, night in another, without breaking the thread that connects them all.
Scale
500M+ consumers reached, across 40+ countries, translated into 30+ languages, all running off the same system. Proof that the idea was never local to begin with: as universal as the thing it was built on.
EST+6 + Upstatement
Portland + Boston
2025
Nike Fonts
TRJN DaVinci Italic
Helvetica Neue — Nike
Output
Brand strategy
Design Strategy
Art Direction
Marketing Design
Brand Guidelines & Creative Toolkits
Creative Team
Benson Cheng (Sr Designer, Upstatement)
Cris Mascort (Creative Director, EST+6)
Nathan Hass (Principal Designer Director, Upstatement)
Scott Dasse (CCO, Upstatement)
Mike Swartz (CEO, Client Partnerships, Upstatement)
Client
Allison Olson
Samantha Del Rosario
Adam Spangler
Case Study
Motion Design Jaron Arens