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 Nike Releases “No Finish Line,” a Design Vision for the Next 50 Years



Things to Keep in Mind

A new book titled "No Finish Line" is being published by Nike with the intention of encouraging and inspiring the next generation of athletes to think beyond the limits of conventional design and athletic competition.

"No Finish Line" is a commemoration of Nike's first half-century of groundbreaking design and invention in service of athletes and sport, as well as a blueprint for the company's future half-century.

The preface is written by Nike's Chief Design Officer, John Hoke, and the book also has fiction by writer Geoff Manaugh and articles by Sam Grawe that discuss the five key changes that may occur in the design industry over the next few decades.



They say that the greatest way to see into the future is to make it. As a company, Nike agrees 100 percent. It's been our mission for almost 50 years to ensure that athletes have a brighter future. It is this that drives us to keep moving forward. Our motto, "There is no finish line," isn't just a catchy slogan; it's a reflection of our faith in the infinite possibilities of sport (and design).


This opening statement from the preface by John Hoke, Nike's Chief Design Officer, sets the tone for "No Finish Line," a new book that hopes to engage, inspire, and push the next generation of athletes to make the world a better place through design and sport.


Following Nike's 50 years of groundbreaking design and innovation in the service of athletes and sport, "No Finish Line" projects a vision for the next 50 years through exploratory, multidimensional debates on design and important inputs to it, such as sport research, technology, and production. The book also include articles by Sam Grawe, author of "Nike: Better Is Temporary," and a foreword by Hoke. Speculative fiction is provided by journalist Geoff Manaugh. The pieces discuss five potential changes to design in the next few decades. Grawe interviewed over a dozen of Nike's most innovative designers, scientists, engineers, researchers, and executives to arrive at these changes, and the results provide unmatched insight into Nike's inventive procedure. Collectively, the voices envisioned a future in which design moves from being a product to being a platform, from delivering on performance to promising something to everyone, from being exclusive to inclusive, from being environmentally friendly to being symbiotic, and from being static to being a sensory experience.


With the help of Nike's cutting-edge athletes, designers, and scientists, "No Finish Line" outlines Nike's culture of invention, celebrates design as a process rather than a product, and posits that we may forge a better future by simply daring to create it.


The "No Finish Line" design team consists of Zak Group, Bráulio Amado (unique drawings), and PWR (synthesized graphics). The small paperback reinterprets the progressive bookmaking heritage for a modern audience through the fluid combination of text and discovered pictures to produce graphic-rich layouts and visual collages.


Actual Source Books and Machus in the United States; Artwords Bookshop, Counterpoint, Design Museum Den Bosch, do you read me?!, ICA Bookstore, Librairie Sans Titre, MagCulture, Papercut, Vitra Design Museum, and Yvon Lambert in Europe; and Bianji, Commune, DAIKANYAMA T-SITE, and NADiff a/p/a/r/t in Japan will all be selling "No Finish Line" on February 14.