Nike

Be the Be(a)st

Be the Be(a)st is the social action campaign developed by Nike and sponsored by Milan’s city council in order to encourage sport amongst adolescent school pupils. A programme designed to encourage the teenagers to train their athletic abilities inspired by the animals that boast those skills. Six sports disciplines and six training programmes; a final event where the teams, each representing a school, compete against each other. The creative concept hinges on the association between six sports and six animals that symbolically represent their strengths: a horse representing endurance when running, a wolf representing team spirit in football, a hawk representing precision in volleyball.

The Nike x Schl programme logo harks back to the cross on Milan city council’s coat of arms; the Be the Be(a)st headline and logo contain the call for young students.
The logos representing the six sports and their visual style was created and adapted to suit the touchpoints: uniforms, emblems, playing fields, freebies and digital contributions.