Amid the chaos of 2020, people around the world have reassessed ideologies of what makes a good life. Enduring forced and sustained periods of isolation and reflection, consumers are more jaded than ever by notions of self-optimisation and the fetishisation of busy-ness. Nike Offline was created in answer to this: a brand new Nike franchise celebrating a slower and more introspective lifestyle – one that embraces simpler pleasures and moments of downtime.

We were entrusted with identifying the look and feel for Offline, and marking the global launch of the franchise’s debut silhouette – Nike Sportswear’s first ever model made for ‘doing nothing’.

Creative and production by Breaks _ @breaksagency
Animation by Matt Fuller _ @vfullerx
Sound by Dan Pugsley _ @danpugsley