Nike swoosh

The Nike Design System was the culmination of years of partnership and close collaboration with Nike to unify its sprawling and disparate digital ecosystem into a single visual language. A project like this touches every digital team in some way. The sheer amount of exploration—and its orchestrated rollout—required next-level collaboration. Working closely and iteratively with co-creators across the org, we created, documented, and implemented a best-in-class design system that scales to power every touchpoint.

The Challenge:

Create a unifying digital design system that enables consistency at scale.

Nike apps on a mobile device. Nike, Nike Run Club, SNKRS, and Nike Training.

Laying the Foundation for Unified Design

In truth, our journey to the Nike design system began more than a decade ago, when we were first tapped to reimagine In the years since, we’ve helped Nike elevate nearly every part of their website and app offering, including the Nike App, SNKRS, NRC, and NTC. We scaled our design language throughout, laying the foundation for a future system.

The System:

A flexible component library enables adaptability while personalizing every digital touchpoint.

Person in Nike sweatsuit, mobile view of Shop page on site, and a Jordan sneaker.

Vision for the Future

The Nike design system enables universal brand alignment, while allowing for shifts to reflect changing priorities. It is ever-evolving — components can be added and removed from the library as needed. This flexibility ensures that Nike’s brand values are recognizable in any aesthetic framework, and guarantees a more cohesive user experience. The design system has helped pave the way for other internal tooling at Nike and it continues to shape the digital ecosystem today, delivering consistency and efficiency at scale, without sacrificing the premium quality for which Nike is so known.

The Advantage:

Accessible across platforms and intended to evolve, the Nike design system ultimately empowers creators across the brand.

Mobile and dotcom view of Nike Forward with a person in a grey hoodie.
Graphic text saying, "UNIFIED FLEXIBLE PREMIUM"

Our Roles


  • UX Strategy
  • Information Architecture
  • Content Strategy
  • User Testing
  • Strategy


  • UX / UI Design
  • Art Direction
  • Visual Design
  • Creative Direction
  • Motion Design


  • UX / UI Writing
  • Copywriting

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