Nike Pro Services is an exclusive, invitation-only loyalty program that engages elite runners by giving them access to a team of experts and services usually reserved for professional athletes.
The first portion of the project required the creation of a special direct mail piece to invite athletes to this new program. The subsequent welcome kit contained a membership card and laces in various colors marking runners’ Nike+ achievements. The brand experience has been designed to feel premium, rewarding, and personalized.
We created a visual identity using a geometric triangular pattern inspired by running track lane markers. The pattern also represents the concept of reaching a pinnacle, and highlights the idea of being selected as one out of many. Manual also created a detailed set of identity guidelines to allow Nike to further roll out the identity in digital and retail.