In order to learn more about Nike and the ideas and production of the company, I watched the Netflix documentary series Abstract: The Art of Design, Episode 2; Tinker Hatfield: Footwear Design. Tinker Hatfield takes a look back on his journey with Nike developing trainers, specifically with the famous basketball player Michael Jordan. Hatfield designs by having the mindset that ‘The end goal is to solve a problem’. This made me think about Nike as a brand and look further into how they approach their adverts. It became apparent to me that after watching many from different campaigns and different subsections of Nike, for example, Nike Running, it is common to have famous athletes or very athletic and fit models to advertise of them. I want to create an advert for the everyman; an advert that the general public can watch and feel inspired by because they can relate to the journey that is narrated in it.
https://www.youtube.com/watch?v=rIeDp_XdnW8
Interview of Tinker Hatfield talking about Abstract: The Art of Design.
KGW News (2017). Nike’s Tinker Hatfield on new Netflix series, his design legacy. Available at: https://www.youtube.com/watch?v=rIeDp_XdnW8 [Accessed 8 Jan. 2018].
Netflix (2017). Abstract: The Art of Design, Episode 2. Available at: https://www.netflix.com/gb/title/80057883 [Accessed 8 Jan. 2018].