Nike has unveiled a commercial starring their rising tennis sensation Carlos Alcaraz, yet it’s the unexpected typography choices in the campaign that have left the design world baffled.
The tagline “Just Do it” has become a hallmark of Nike, instantly recognizable by even those who don’t don Nike gear. Its simplicity, memorability, and ageless appeal have long made it an emblematic example of exceptional typographic work in branding. Many in the design field view the slogan as untouchable, which is why the adjustment to the typeface in their latest ad has generated quite the stir within the community.
Design professionals have taken to various online platforms in a flurry, inquiring about Nike’s choice to incorporate two gothic-influenced letters at the beginning of ‘era’ and ‘do’ in the ad. Some admitted they were initially skeptical whether it truly was a Nike advert, mistaking it for a fan-made concept.
Historically, Nike has allowed the simplicity of its slogan to resonate by itself, often employing a straightforward font devoid of embellishments. But now, in a notable departure from tradition, Nike appears to be shifting gears. The motive? That remains unclear. The antique-styled ‘E’ might be a deliberate nod to the notion of an ‘era’, but this hardly clarifies the reason behind the gothic twist on ‘do’.
The most credible theory behind Nike’s surprising typographic move could be their intent to align with the Gen-Z preference for eclectic fonts. Considering Nike’s history of setting trends in youth culture, the strategy could be perceived as fitting. However, against the backdrop of Nike’s traditionally minimalist branding ethos, this recent pivot seems jarringly out of character. After all, there’s wisdom in the adage: If it’s not broken, why fix it?
