Nike brand
guidelines

Use athletic imagery that gives a sense of movement, effort, and purpose. Nike’s visual storytelling places athletes and products in sport-specific settings, and also uses clean product-focused images to show form, detail, and material. Keep the setting and treatment relevant to the sport, activity, or product story.

Use Nike’s own product images and interface screenshots as references for product presentation and shopping experiences. Keep category-specific campaigns, athlete features, and special collections relevant to their context; they are examples of Nike’s varied creative rather than universal templates.

Make performance and technology claims specific, evidence-based, and tied to the product or test that supports them. Nike React is described in terms of responsiveness, softness, durability, and lightweight cushioning. The cited Infinity Run injury comparison is limited to the named shoe, the stated comparator, and the study conditions.

For sustainability messaging, use precise scope, baseline, and date when presenting targets or progress. Nike frames sustainability alongside product innovation, athlete performance, and reducing environmental impact.

Nike.com’s desktop interface uses a light presentation with white backgrounds, dark text, and restrained black accents. Buttons are rounded, compact, and set in Helvetica Now Text at medium weight; links use Helvetica Now Text. Layout spacing ranges from tight small gaps to generous separation between major page areas.

In commerce flows, keep product names, product imagery, price information, and purchasing or navigation actions easy to scan. The cart and category pages use clear sections, recommendations, and straightforward labels.