Obsession in the Making
Obsession breeds brilliance. It’s repetition, practice, focus. For Nike, it’s designing 120 versions of a sports bra chest band, or scanning 80,000 women to get the right fit.
It is this kind of obsession that drives the consistency of innovation and excellence in Nike design, and what drives their athletes to be the best in the world. Nike wanted to communicate the obsessive dedication that went into their Fall Women’s Training range, so we set about producing a collection of content to do just that, in an equally obsessive manner.
The book – Obsession in the Making – features a collection of stories, films and photography charting the painstaking design process of the Nike Apparel Innovation Team in developing key new products and technologies. Coupled with inspiring stories from female Nike athletes such as Maria Sharapova, Hope Solo and Perri Shakes-Drayton, revealing their obsessive training regimes, each athlete was photographed by the legendary Annie Leibovitz.
The hardbound book was distributed to media worldwide and published as an app on the iTunes App Store.