Nike Trail Running didn’t need to be invented—but it needed to be anchored. As the brand looked to deepen its presence in the trail running category, our task was to re-align NTR with a more focused point of view: one that reflected the terrain, ethos, and culture of true trail athletes—starting with the landscape that shaped Nike itself.
Rather than reinvent Nike Trail, we brought it home—to Oregon, to the Pacific Northwest, to the dirt under every runner’s stride. The rebrand reframed the line as a tribute to place: a system shaped by altitude, quiet miles, and the unspoken pull to run where roads don’t go.
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Visual Identity System
The system drew heavily from regional cues. The blue diamond trail marker, a universal symbol for hiking and backcountry paths, became a core motif—subtle but unmistakable. Color palettes were pulled from Pacific Northwest terrain: moss, shale, cloud, and river rock.
Typography was rugged but structured—set in stacked compositions inspired by trailhead signage and elevation placards. Graphic language pulled from topographic lines, field markings, and weather patterns. The result was a brand that felt grounded, not abstract—built to speak directly to the trail community.
Design System Principles
Focused on designing a modular system that could stretch across seasons, terrains, and product tiers—especially as the Wildhorse and Pegasus Trail models gained traction. Design elements emphasized durability, adaptability, and place-based storytelling.
Environmental textures were layered into campaign visuals and packaging systems. Layouts were intentionally asymmetrical—reflecting the unpredictability of terrain. Micro-interactions and motion concepts mirrored trail rhythm: rise, plateau, descent.
The work contributed to early concepts for a refreshed content system—one that could bring trail data, gear insights, and regional running culture into a shared experience layer.
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The re-alignment grounded Nike Trail in something far deeper than gear: it became a tribute to the landscape and community that shaped it. By tying the brand more closely to Oregon and trail iconography, we helped reestablish Nike Trail’s authenticity and future direction.
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