• NeochaEDGE /// is a full-service creative agency dedicated to achieving ambitious ideas and inspired storytelling for the most forward-thinking brands in the world. Be creative, stay curious.
  • Language:

  • NeochaEDGE x NIKE Running, limited-edition t-shirt & LunarGlide+3 city pack w/ EDGE Creative Collective graphic designer NOD YOUNG

    Nike Running recently tapped NeochaEDGE to design the Beijing version of the brand’s new limited-edition LunarGlide+3 ‘City Pack’ series. The city pack series includes a customized t-shirt and a pair of LunarGlide+3 representing 9 cities: San Francisco, Chicago, New York City, Boston, Rio, London, Berlin, Tokyo, and of course, Beijing. Check out 5 of the 9 (more coming soon) below.

    For this collaboration, we worked with EDGE Creative Collective member Nod Young to design a graphic inspired by traditional Chinese paper-cut artwork. If you look closely, the details of the paper-cut tell the story of running in China, with a particularly Beijing flavor, including iconic imagery such as Tiananmen (Beijing’s centerpiece landmark, aka: The Gate of Heavenly Peace).

    The artwork style of the 8 runners (8 is a lucky number in Chinese culture) is reminiscent of the characters used in old propaganda / advertising posters in China (heavy visual queues to 1960s Beijing) promoting athletics and running – this styling is especially apparent in the two female characters running forward on the top of the graphic.

    The silk ribbons and clouds used throughout are elements feature prominently in traditional Chinese portrayals of the Flying Asparas (a Buddhist figure that lives either in the sky or in the ocean and inspires swiftness, speed, grace in movement, athleticism, etc.).

    The shape and appearance of the paper cut was designed to resemble (slightly abstractly) some of the traditional masks worn by actors performing Peking Opera. If you look at the graphic from a distance, this is the silhouette you’ll first see.

    We hope you love it as much as we do!

    Share Our Work