RESEARCH & ANALYSIS
I dove into Nike's new brand direction this year as I feel it compliments my strategy for the coming weeks.
As recently as 2017, Nike was facing falling sales thanks to competition from up-and-coming brands like Under Armour and a resurgent Adidas, making more significant headway on sports like football and high-profile fashion collaborations such as Kanye West's Yeezy range.
In 2017, Nike announced a new strategy to go against the grain and focus on reaching its core customer base and local advertising instead of the global outlook from more prominent brands. The new approach spotlights 12 major cities – New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan – where the company expects as much as 80% of its growth to come from by 2020 (McLaughlin, 2021).
Nike has a new lease on life thanks to the campaign, including Nothing Beats a Londoner (Nike - Nothing Beats a Londoner, 2021); girls from Compton don't play tennis. They own it (Tokumatsu, 2019)! and New York Made Me collaboration with artists like Brain Donnelly (Morby, 2016).
Fig. 1: Nike, 2019.
Closer to home and very relevant in the context of what I want to create for my project is the Nike advert featuring Caster Semenya, When you are born to do it, just do it (Just Do It: Caster Semenya, 2018). It praises an athlete that South Africans pride and ostracize in a passionate video that speaks to a local South African audience.
Video 1: Just Do It: Caster Semenya, 2018
IMAGINE
Develop a strategy and project plan for your selected brief
D&AD New Blood Awards 2019 Brief
After a tutorial evaluation with Paul, I realised a definitive structure to my argument was missing, and an audience couldn't ascertain the project's problem and solution. Paul pointed out that making fields decorative wouldn't equate to the upliftment of an individual or community in African and that bringing in infrastructure would be too costly and ineffective.
I re-evaluated my strategy with this in mind.
The Spirit of Africa Campaign
Fig. 2: Donald/ Getty Images, 2019.
Aim/ Objective
Fig. 3: Mitchel, 2009.
There are no sporting faculties for most of the African population who live in hostile urban environments and townships with little space. In the past, people walked kilometres to play soccer, a South African favourite, while communities congregated to cheer them on.
To create a “safe” space for community children wanting to escape gangs and build a better future for themselves. It’ll bring communities together, and engender a sense of pride.
Problem
In South Africa, poverty, hunger and 50% youth unemployment have led to hatred, anger and hopelessness, manifesting in rampant crime and derelict communities. Communities are no longer safe havens for engagement, support, and camaraderie but instead a battleground.
Solution
Nelson Mandela united a country divided by Apartheid through sport with the Rugby World Cup. I want to revitalise, uplift, and rebuild communities through soccer, bringing joy and happiness with vibrantly colourful, patterned spaces that attract and draw people in.
Adidas would fund community workshops to paint infrastructure where communities play soccer in vibrant colours and patterns in collaboration with African artists. These could be the pillars of highway flyovers, concrete walls or fencing marking township boundaries or the borders and back of buildings. The workshops create a fun, inclusive environment that gives participants a sense of belonging, purpose, ownership, and pride.
The project would create a safe space to congregate, connect, interact, and escape the harsh realities of everyday life, leaving a tangible and lasting impact on the community.
Research
Sketchbook Workshop Challenge Moodboard.
My research ranged from sport-specific creations, artists who specialize in large scale installations and colourful executions, African contemporary art, fabrics, pottery, murals, and the use of colour therein.
I looked at the successful results of hype courts and other sporting facilities, spruced up with colourful makeovers, including:
Professional basketball player Kofi Josephs and graffiti artist Zuke gave Summerfield Park basketball court a colourful refresh to celebrate a diverse city and offer kids and community members an escape from the harsh realities of inner-city life and gangs (Finney, 2021).
William LaChance's giant mural across a series of basketball courts revitalized a derelict community overrun with poverty and corruption in a St Louis suburb, with the help of 10 volunteers from the local neighbourhood. The primary intent of the design was to create a tapestry of colour fields, large enough to act as stage sets awaiting the players (Howarth, 2017).
With Nikes New York Made campaign, Artist Brian Donnelly covered two side-by-side courts on Manhattan's Stanton Street with bold lines and shapes. He featured an abstract version of his signature Elmo and Cookie Monster BFF designs with crossed-out eyes to create collaboration within communities (Morby, 2016).
Artist Katrien Vanderlinden painted colourful shapes inspired by toy bricks onto a basketball court in the Belgian city of Aalst to breathe new life and colour into an inner-city area quickly and cheaply. Bringing sports, art, culture, and the youth together (Gibson, 2013).
Nikes Be True campaign refurbed the running track at Los Angeles City College with the rainbow pride flag painting into the lanes to create a more inclusive culture through the power of sport, advocating for the equality and inclusivity of LGBT+ athletes (Klein, 2019).
Africa uses vibrant colours and patterns to commemorate the heritage and beauty of the motherland. To represent African sport in a truly African manner, I looked at some of South Africa's finest contemporary artists like Induna, Justin Mashora, Penny Siopis (10 artists aAfricanà connaître absolument, 2021) and photographer Thandiwe Muri (NY, 2021).
Fig. 7: Muli, 2014.
South African artist Ester Mahlangu combines her Ndebele heritage with pop art and graphic design to create vibrant, colourful murals and pottery (Cashdan, 2021).
Fig. 8: Strydom, 2020.
Multidisciplinary British-Nigerian artist Yinka Ilori uses African patterns in a playful, bright and contemporary way across furniture, fabrics, basketball courts and even pedestrian crossings in London (Yinka Ilori Studio - Yinka Ilori Studio, 2021).
Fig. 10-12: Berting, 2021.
Ghana-based print fabric artisan Vlisco creates recognizably bold and bright West African prints, which led me to explore African patterns used in fabrics like shweshwe and traditional mud house murals (Afrique et al., 2021).
I aim to create large installations like Morag Myerscough's Power alongside the Thames in London and Surrender to its Warm Embrace Life installation in Las Vegas. Myerscough's creations showcase vibrant colour, patterns and scale of execution that attracts and engages an audience's curiosity and explore community involvement and participation (Myerscough, 2021). I want to recreate this with an African flair.
Audience
Sketchbook Workshop Challenge Moodboard.
- African youth between the age of 13 and 25
- Living in communities overrun with poverty and crime
- Living in townships, RDP housing where space is limited
- Unemployed and seeking work (50% of SA youth are unemployed)
- Poorly educated
- Hungry
- Bored
- Have aspirations of a better life, but with little hope of breaking a continued cycle of poverty
- Sport is seen as an escape from the hardships of everyday life
- Soccer is a favourite pastime
Plan
Sketchbook Workshop Challenge Moodboard.
Adidas would fund community workshops to paint infrastructure where communities play soccer in vibrant colours and patterns in collaboration with African artists. These could be the pillars of highway flyovers, concrete walls or fencing marking township boundaries or the borders and back of buildings. Adidas will facilitate the workshops and supply all materials and food to participants. Food, paint, and painting equipment are relatively inexpensive tools that make this project relatively cheap and quick to execute.
The project is broken down into three parts that transpire over three days to encourage maximum participation. The first day is reserved for planning and design together with the community and collaborating African artists. The second day is spent with the community painting the designs onto demarcated structures. The third day is a fun-filled celebration of the result. An Adidas sponsored professional athlete or local club soccer star comes and plays alongside community members in their newly transformed home turf.
Aspirational Final Outcome
Sketchbook Workshop Challenge Moodboard.
Sport garners a certain level of respect, support, friendship, and camaraderie that can be harnessed to rebuild broken communities.
When community members build vibrant spaces that attract and bring people together, they awaken a sense of pride and ownership in the safer environment they have created, filled with joy, happiness, and hope.
REFLECTION
This week's research was vital in subtly changing the direction and visual language my project took.
Initially, I looked to current European and American designers like Morag Myerscough and Brain Donnelly for design inspiration. I should have been focusing my attention on African artists across a broad spectrum of fields. I was so consumed with Myerscough's colourful, joyful and energetic work that I didn't notice the equivalent in my African counterparts.
Exploring art, murals, pottery, fashion and fabrics across the African continent made me realize the reference material at my doorstep. Not only is the material brighter and bolder than its global counterparts, but the connection to Africa is more robust and thus more relevant.
I now see my country and its artistic creations through new eyes.
Reference: McLaughlin, A., 2021. How Nike stole this year's sports brand crown - Creative Review. [online] Creative Review. Available at: <https://www.creativereview.co.uk/how-nike-stole-this-years-sports-brand-crown/> [Accessed 1 November 2021].
Reference: Development Bank of Southern Africa. 2021. Three economic challenges are unique to South African youth. [online] Available at: <https://www.dbsa.org/article/3-economic-challenges-unique-south-african-youth> [Accessed 1 November 2021].
Reference: Finney, A., 2021. Summerfield Park basketball court updated with colourful mural and geometric patterns. [online] Dezeen. Available at: <https://www.dezeen.com/2021/07/21/colourful-basketball-court-summerfirled-park-murals/> [Accessed 1 November 2021].
Reference: Artsper Magazine. 2021. 10 artistes africains à connaître absolument !. [online] Available at: <https://blog.artsper.com/en/a-closer-look/10-african-artists-you-absolutely-must-know/> [Accessed 1 November 2021].
Reference: Artsper Magazine. 2021. 10 artistes africains à connaître absolument !. [online] Available at: <https://blog.artsper.com/en/a-closer-look/10-african-artists-you-absolutely-must-know/> [Accessed 1 November 2021].
Reference: Cashdan, M., 2021. Esther Mahlangu Is Keeping Africa's Ndebele Painting Alive. [online] Artsy. Available at: <https://www.artsy.net/article/artsy-editorial-esther-mahlangu-is-keeping-africa-s-ndebele-painting-alive> [Accessed 1 November 2021].
Reference: Yinka Ilori Studio. 2021. Yinka Ilori Studio - Yinka Ilori Studio. [online] Available at: <https://yinkailori.com> [Accessed 1 November 2021].
Reference: Afrique, L., 2021. Six high-end African fashion designers are making waves in the fashion industry - Lux Afrique. [online] Lux Afrique. Available at: <https://luxafrique.net/6-luxury-african-fashion-designers-making-waves-in-the-fashion-industry/> [Accessed 1 November 2021].
Reference: NY, M., 2021. Meet Kenyan Photographer: Thandiwe Muriu - African Prints in Fashion. [online] African Prints in Fashion. Available at: <https://www.africanprintinfashion.com/2015/09/meet-kenyan-photographer-thandiwe-muriu.html> [Accessed 1 November 2021].
Reference: Just Do It: Caster Semenya. [video] Available at: <https://www.youtube.com/watch?v=RP6eZAfO0Yg> [Accessed 1 November 2021].
Reference: Tokumatsu, G., 2019. 13-Year-Old Tennis Prodigy Runs the Show in Compton. [online] NBC Los Angeles. Available at: <https://www.nbclosangeles.com/news/sports/13-year-old-tennis-prodigy-inspires-children-in-compton/164118/> [Accessed 1 November 2021].
Reference: W+K London. 2021. Nike - Nothing Beats a Londoner. [online] Available at: <https://wklondon.com/work/nothing-beats-londoner/> [Accessed 1 November 2021].
Image 1: Tokumatsu, G., 2019. 13-Year-Old Tennis Prodigy Runs the Show in Compton. [online] NBC Los Angeles. Available at: <https://www.nbclosangeles.com/news/sports/13-year-old-tennis-prodigy-inspires-children-in-compton/164118/> [Accessed 1 November 2021].
Image 2: Donald, J. and Getty Images, 2009. [image] Available at: <https://archive.boston.com/bigpicture/2009/06/soccer_in_south_africa.html> [Accessed 1 November 2021].
Image 3: Mitchell, J., 2009. [image] Available at: [Accessed 1 November 2021].> [Accessed 1 November 2021].
Image 4-6: Finney, A., 2012. [image] Available at: <https://www.dezeen.com/2021/07/21/colourful-basketball-court-summerfirled-park-murals/> [Accessed 1 November 2021].
Image 7: Muli, T., 2014. [image] Available at: <https://www.africandigitalart.com/2014/05/16/abc-of-xhosa-names-illustrateded/> [Accessed 1 November 2021].
Image 8,9: Strydom, C., 2020. [image] Available at: <https://www.news24.com/arts/events/i-will-continue-to-paint-until-i-am-no-more-esther-mahlangu-celebrates-85-with-a-solo-exhibition-20201112> [Accessed 1 November 2021].
Image 10-12: Berting, N., 2021. YINKA ILORI BRINGS JOY TO A BASKETBALL COURT. [image] Available at: <https://www.whatdesigncando.com/stories/yinka-ilori-joy-basketball-court/> [Accessed 1 November 2021].
Image 13,14: Vlisco: African Fashion on a Global Stage. [image] Available at: <https://www.dutchcultureusa.com/blog/vlisco-african-fashion-on-a-global-stage/> [Accessed 1 November 2021].