Nike

F.I.T. Apparel for Training 

Aiming to encourage athletes to think as much about the clothes they put on their bodies as they do about shoes for their feet, Goodby Silverstein & Partners' work for Nike emphasized the performance aspects of athletic apparel.

Results: The campaign increased awareness of the line, and retailers reported that consumers regularly requested F.I.T. by name.

Goodby, Silverstein & Partners,
San Francisco, CA
Creative Directors:    Rich Silverstein, Jeffrey Goodby
Art Director:             Eric King
Copywriter:              Paul Venables
Photographer:          John Huet