Doin Damage

Client

Nike

Intro

Building from the foundation of our “This is How We Play” campaign, we developed a new narrative and design system for Nike Diamond that refracts and reflects the style, grace, and energy that the youth bring to the sport. Their game is filled with highlight plays and flashy handshakes, hard slides and nasty stuff, gold chains and diamond earrings. Doin Damage represents their attitude on and off the diamond.

Our brand system is a true extension of the raw expressions found on our streets, in our athletes, and in our teams. Bringing aesthetics back to the field was part of our roadmap to increase play on the diamond by showing the true colors of the game. 

Today, "Doin Damage" is not just a visual and verbal grammar taking over the game, it’s a mirror to how youth are taking over the world. It’s a message that says, “I’m playing my way and I won’t be stopped.”

Collaborators

CCO: William Esparza
CW: Julian Vargas
Designers: SantosDilone Studio