To maintain the relevance of the Nike internship brand, the “Nike Adrenaline Internship Program” name was dropped, and the simpler name of “10″ (a.k.a. Nike 10) was adopted. The new moniker breaks language barriers across the world, allowing the internship to truly be “global” while remaining affiliate-specific with connotations such as “Top 10 Billboard” (Converse), “Hang 10″ (Hurley), “Perfect 10″ (Cole Haan), etc. Along with numbers being fundamentally sports-related (scores, times, etc.) the icing on top of this rename is that the internship is a 10-week commitment, and the inaugural year of the rebrand would have been Summer 2010.
The development of the brand visuals balances the heritage of Nike and sport with a simple typographic treatment that takes cues from the running track (where Nike began), the ’68 Olympics, and BRS (Blue Ribbon Sports)—which was the original name of Nike.
“If you have a body, you’re an athlete.” –Bill Bowerman (Nike Co-Founder)
Work done for Nike
Designers & Consultants: James Dunphy, Leslie Green, Dongwoo Kim, and John J. Custer