NIKE ATELIER
Convoy partnered with Nike to shape the evolving creative world of Nike Atelier, bringing together fashion, design and sport through a series of distinct athlete-led stories.
Working with Jannik Sinner, Désiré Doué and Victor Wembanyama, we developed the creative direction for each chapter, building a different visual language around each athlete and their relationship with Nike design.
Alongside these stories, we created a new graphic identity for Nike Atelier, including a wordmark, monogram, iconography and label system. Together, the campaigns and identity establish a rich and recognisable world for Atelier, designed to evolve with each new chapter.
Graphic Design - Art Direction - Visual identity
CHAPTER 1 - JANNIK SINNER
Convoy creative directed the first chapter of Nike Atelier in collaboration with Nike ACG and Jannik Sinner, launched to coincide with the Olympic Games.
Set in the Alps where Sinner grew up, the campaign follows his climb, merging Atelier’s craftsmanship with ACG’s performance design in a study of precision, endurance, and elevation.
CHAPTER 2 - DESIRÉ DOUÉ
For a new story featuring Désiré Doué, Convoy partnered with Nike to shape the creative direction for the next chapter of Nike Atelier, exploring its approach to designing for elite athletes through a refined, fashion-led visual language.
Created with Désiré Doué, the project reimagines the atelier as a stripped-back studio where athletic presence meets precision craftsmanship.
Set within an abstract off-white environment, the campaign places Doué at the centre of the design process, surrounded by graphic, sculptural interpretations of the tools and rituals of the atelier. The work offers a contemporary expression of Nike Atelier's commitment to design, craft and innovation.
CHAPTER 3 - VICTOR WEMBANYAMA
Once again extending the visual identity into a new chapter, Convoy partnered with Nike to shape the creative direction for the latest evolution of the Nike Atelier story, centered around Victor Wembanyama.
The project explores the relationship between athlete and designer through a stripped-back, fashion-led atelier. Set within an abstract off-white environment, Wembanyama is styled and fitted by Nike's design team, while graphic, sculptural interpretations of mirrors, rails, stools and studio tools reveal the craft behind each look.
Balancing precision with personality, the campaign also weaves in subtle references to Wembanyama's love of football, creating a visual language that connects elite performance, contemporary design and sporting culture.
NIKE ATELIER IDENTITY
Convoy shaped the visual identity for Nike Atelier, designing a monogram, logo, and label system that reflects the line’s refined craft and material intelligence. The identity brings a quiet clarity to the Atelier world, balancing Nike’s design codes with a more elevated, fashion-driven sensibility.
The typography needed to feel timeless and classical, while still being modern and connected to the wider Nike world. We drew inspiration from Greco-Roman lettering and the Nike archive, and ended up creating a customised version of Moulin Light for the wordmark. Its sculptural, flared forms gave Atelier a sophisticated and refined identity.
We extended this classical language by designing an icon inspired by an ancient Greek coin depicting the goddess Nike placing a wreath on a trophy. It became a meaningful symbol of victory that could sit alongside the wordmark across the wider identity, while connecting Atelier to the origins of the Nike name.
