x Chicago Marathon 2014
We’re pleased to announce the launch of one of our major projects from the past 6 months, the design for Nike at the 2014 Chicago Marathon.
Chicago is one of the 6 World Marathon Majors alongside Boston, New York, Berlin and London. As well as running through the city’s iconic architecture, the course is flat and fast which is part of the attraction for runners from all over the world including the elite and many of the influential run crews.
In a surreal crossover of personal and professional pursuits, I’ll be joining 44,999 others on the starting line on Sunday 12th October, running the Marathon and experiencing the architecture, energy and culture of one of worlds most iconic cities in the best possible way.
The first stage of the project involved digging deep into the heritage, the neighbourhoods, the culture and the mindset of the city in order to properly represent it in design. The output of this stage was a full set of logo/identity components, large illustrated/graphic elements and 2 custom typefaces. These elements have been applied broadly across performance and casual footwear and apparel for participants, finishers and fans alike.
The second stage involved a broad scope of retail, spatial and experiential design that culminates in the expansive Nike presence at the Marathon Event Expo. Delivered in 2 spaces,including a dedicated Nike+ Runners Services zone and an expansive retail and experience space. Our involvement covered all aspects of the design of these spaces from floor plans and traffic flows, material specification, digital displays and interactive elements, to design of retail displays, and several other innovative moments designed to inspire and reward event participants.
The third stage involved an extension to the identity package to create a unique identity for the Nike Northside/Southside Challenge. The Northside/Southside Challenge gives high school athletes the unique opportunity to compete in an invitational meet on the marathon course while the race is in progress. Athletes will compete on behalf of their respective high schools as well as part of the larger Northside or Southside teams.
This phase of the project was hugely enjoyable to build on and respond to the attitude and speed of this generation of athlete over a much shorter and faster distance (2.62 Miles).