Nike Rafa Nadal

Brand Identity. Strategy. Motion.

During my time at Studio Nari, I was the lead designer tasked with creating a brand identity for a new initiative from Nike and the Rafa Nadal Foundation. We built a playful identity that showcases the individuality and optimism of the young participants, featuring a dynamic, evolving set of mascots that provide a near-infinite range of possibilities, ensuring each child feels seen and celebrated.

The mascots are built from simple building blocks, echoing the sentiment of the program, that incredible outcomes can come from focusing on small fundamentals.

The program operates in multiple countries, empowering and building confidence in underprivileged kids, and young adults, through the power of tennis, movement and play.

We built a system that embodied Rafa’s spirit, focusing on fun, commitment, effort and play rather than athletic excellence or technical ability.