Concept, Talent, Editorial
Nike FlyEase was featured in Times Magazine as one of the best inventions of 2021. It’s a life-changing innovation for athletes of all abilities. But when it was launched, it ended up in the hands of Hypebeasts and bots. We relaunched it, making sure to communicate who it’s for.
To go beyond saying it, we interviewed the most inspiring athletes on the planet and let them show Why The Design.
I was in charge of the concept for this project, interviewing the athletes and writing editorials.
Àlex Roca Campillo set records when he ran one of the world’s toughest marathons, 42.195 km through the desert, as the first athlete with cerebral palsy. As of June 2023, he serves as the ambassador for the FC Barcelona Foundation.
Beatrice Maria Adelaide Marzia Vio, better known as Bebe Vio, is an Italian wheelchair fencer; the 2014 and 2016 European champion, 2015 and 2017 World champion, and 2016 and 2020 Paralympic champion in the foil B category.
Oliver Lam-Watson is a British wheelchair fencer. He won bronze in the Men's team épée and silver in the Men's team foil at the 2020 Paralympic Games in Tokyo. He’s also an advocate for inclusivity on social media.
This brief was followed up with extensions like an internal toolkit and language guidelines, aiming to better include adaptive athletes in all of Nike’s communication.
