Back in January, we launched Athlete House in Covent Garden, a curated space celebrating the legends of Nike basketball, from the icons of the 1980s through to today’s generation. Working with Nike DNA, we curated artefacts from the Portland archive to create an exclusive exhibition experience, featuring pieces from legends like Kobe Bryant, Scottie Pippen, LeBron James and Sheryl Swoopes, through to today’s athletes including Victor Wembanyama, Jayson Tatum and Caitlin Clark.

We developed the graphic identity around the concept of Refracted Play', combining graphic court lines with light to frame the archive and create unexpected moments throughout the space. Crisp court lines extend beyond their traditional boundaries, bouncing across surfaces and refracting into light to guide movement and highlight key artefacts. Paired with an elevated typographic system rooted in Nike’s core identity, archival-inspired layouts brought texture, storytelling and information into the wider experience.

Following the launch, we developed a set of design guidelines to help broaden the experience for Nike teams globally, enabling the principles of Refracted Play to be applied consistently across future Athlete House experiences.

Thank you to my core creative team who brought the original event to life: Ashton Moran, Helen Wilson, Emily Brookes, Jess Powell and Charlie Dash. And a big thank you to Jasmine Welsh for partnering with me to build these stunning guidelines.