At Nike, manifestos kick off seasonal campaigns, establishing the tone-of-voice, theme, spirit and sense of humor for every piece of creative to come. Here are some of my favorites…

NIKE ACG SUMMER 2021

From the harsh glow of our screens, trapped in our stuffy houses, we watched as the chaos of 2020 redefined our future, our communities… and just how many Netflix shows we can binge before our screaming brains turn into pudding.

We’re hurting, badly. We need to heal and connect with something deeper than a guided meditation app and B-12 supplements. Good thing for us… NATURE IS A MOTHER.

Beyond our front steps and the WIFI range of our routers is the biggest, brightest and most exciting theme park known to humankind. And it’s peak season, baby.

It’s called OUT-DOORS. And this is SUM-MER. The roasted marshmallow of the seasons. Hot, sexy and totally irresistible. You don’t need much to start – just some gumption, and maybe a snake-bite kit.

GET OUT. GET LOST. GET PRIMAL. Massage your face in a raging waterfall. Pluck a guava from the branch and tongue it. Run with the mongoose. Cuddle with the cuttlefish. Slather your body in mud and get uncomfortably emotional.

Feel more. Feel new. Feel everything. Then see how it all feels without pants.

This is the revolution we call… SUMMERING.

NIKE ACG SUMMER 2022

Things are still tough out there, Earthlings.

But, there’s some good news.

Summer’s here, the sun is fresh squeezed…

…and fresh air is as cost-effective and (relatively) risk-free as ever.

So, we’re taking inspiration from 30 years of ACG.

A rich, crunchy history of hiking, camping, climbing and TRAILBLAZING.

And we’re going to play an amazing game.

A live-action, all-sensory, fully immersive romp.

WE’RE INVITING YOU TO JOIN US.

The setting: OUTSIDE.

In the vast vastness from your backyard to the back backwoods.

Where you will become the author of your own adventure.

Yes, YOU are the protagonist. The hero. The title character!

And Mother Nature’s endless possibilities are at your fingertips.

What on friggin’ Earth will you do?

WILL YOU CHOOSE THRILLS?

Rafting white waters, scaling craggy landscapes, swimming in the nuddy.

WILL YOU SEEK DISCOVERY?

Gazing at UFOs, hunting black truffles, conquering the world’s smallest park.

WILL YOU EMBRACE MINDFULLNESS AND RELAXATION?

Meditating in yurts, cheeping with the chickadees, goggling a pink sunset.

THE POWER IS ALL YOURS.

Take U-turns! Surprise yourself! Do it all! Or just nap in a soft bush!

Throw everything into a bag and shake up your own trail mix of experiences.

No matter your location, restrictions, or idiosyncratic interests.

There’s an adventure in the fresh air with your name all over it.

Become part of our archives with an experience all your own.

This is the ACG Guide to FIND YOUR OUTDOOR ADVENTURE.

NIKE AIR MAX SPRING 2023

Where innovation anarchy wreaks havoc.

Warnings, rules and laws have no jurisdiction here.

Haters and simps have been cancelled.

Our annoying firewalls, constantly trying to block our creative freedom…

...have been hacked, skipped and ditched.

Here, our feral thoughts will fight to the max.

Each one gasping for cultural immortality.

No noise. No boundaries. No fear.

Nothing hidden. Nothing curbed. Nothing toned down.

This is it. Raw and uncut gems. All the fucking way.

A runaway bullet train of our unfiltered imagination.

Obliterating every predictable or unoriginal thing in its path.

And once the earth has quaked and the haze has cleared.

There it will be.


Our wildest idea possible.

Fully formed. Battle-tested. Peacocking, full diva.

Maximum power, volume and expression.

This is UNCENSORED INNOVATION.

NIKE ACG FALL 2022

Autumn has dropped and blown her horn of plenty.

Now that Earthlings have found their outdoor adventure,

discovering the perfect, open-air locations…

…to complement their emotional needs,

it’s time to pass those plates of savvy tapas…

…and share their outdoor discoveries with the ones they love.

Because as true as a chipmunk hankers for a plump nut,

Every outdoor adventure is better with a buddy.

They’re a model to muse on when you’re inspired to sketch.

They’re a belly pillow when a leaf pile spawns a nap.

They’re a spotter as you climb trees for fabby snapshots.

And just try cuddling yourself around the campfire. It stinks.

There’s just no experience quite like a shared experience.

Sure, you may have to give them your other Twix…

…but they’ll distract bears with tomfoolery before they claw you.

So, call your fam. Text your boo. Rally your best mates.

Our there yonder promises one helluva time, side by side.

This is the ACG Guide to GO OUTSIDE TOGETHER.

NIKE TECH PACK FALL 2021

Over a year trapped indoors.

We’ve had a long of time to think.

About ourselves, each other, and what’s really important.

Yes, we miss going out, seeing our friends, and being free.

But once our doors are open again –

we have no interest in going back to normal.

OUR VISION OF TOMORROW HAS CHANGED.

Everything must be different. And will be different.

And it’s all going to start right here, in OUR CITY.

JOIN OUR CONSTRUCTION OF THE NEW UTOPIA.

It’s time to move, hustle and adapt.

Our art will inspire harder.

Our communities will dream louder.

Our businesses will serve as much as profit.

And everything we create and buy into will have --

-- a STORY, a GOAL, a CONSCIENCE, a HEART.

Innovation is pointless unless its purposeful.

Style is stale without thought in every thread.

Make it meaningful. Or don’t make it at all.

Because our sights are firmly set on…

A BETTER TOMORROW.

NIKE COURT SPRING 2020

Naomi just won her third Grand Slam title.

She won by herself, but she played for many –

sharing the spotlight whenever she stepped on court –

expanding everyone’s idea of what winning really means.

She'll let all that go to the history books, but not to her head.

Naomi knows how superstar athletes are supposed to look and act –

how big and loud her ego and personality are supposed to be.

But she's not concerned with all that.

She's happy fighting for racial injustice in her own, quiet way --

working on her game, chillin’ with Netflix, hanging with her sister.

Naomi just wants to be herself.

A superstar athlete who is also supernormal.

History is history. Stereotypes have run out of road.

Today, our possibilities are defined by US.

Use your voice. Live your truth without compromise.

Show the world something it's never seen before.

YOU.

NIKE SPORTSWEAR WINTER 2019

WE KNOW EXACTLY WHAT THE FUTURE NEEDS TO BE.

FAIRER. MORE CARING, MORE INCLUSIVE.

BORDERLESS AND LIMITLESS.

AND WE’RE NOT WAITING FOR SOMEONE ELSE TO DO IT.

OUR REVOLUTION OF CHANGE HAS ALREADY STARTED.

PLEASE UNDERESTIMATE US.

TELL US IT CAN'T BE DONE.

TELL US WE'LL FAIL.

BECAUSE WE ABSOLUTELY LOVE A CHALLENGE.

WALLS WILL FALL

HISTORY WE BE HISTORY.

WE ARE UNSTOPPABLE.

TO ALL OF US MANIFESTING CHANGE, INNOVATING PURPOSEFULLY, AND FIGHTING FOR WHAT’S RIGHT WITH AUDACIOUS IMAGINATION —

THE FUTURE IS IN THE AIR.