Faculty of Design

Graphic Design

Jessica Kwan

NIKE LEBRON SNEAKER CAMPAIGN

The following five-piece branding campaign is a unified look and graphic system for LeBron James’ eleventh signature Nike sneaker by incorporating the same layout, placement, typographic elements, and style into various print mediums of different size formats.

“The campaign is built around the idea of creating a lightweight sneaker to balance LeBron’s robust physicality and his dominant style of game. To demonstrate a clever narrative around this idea, my technique was to draw familiarity between LeBron James and an exotic supercar. Essentially the analogy is this: as an exotic car needs lightweight material such as carbon fibre to accelerate explosively, LeBron too, needs a lightweight sneaker in order to accelerate explosively as he drives to the basket. Therefore, to depict this very narrative of LeBron’s crafted sneaker being the lightest, quickest, and innovative style of footwear for basketball players of his size, the sneaker exudes this sense of quickness as a result of the bold line streak that trails the sneaker in each composition.”