Nike's book "No Finish Line" is a fascinating exploration of the company's philosophy on design, innovation, and creativity. It offers insights into how Nike thinks about the role of design in creating products that connect with customers and drive business success. As a design director, I believe that there are several key takeaways from this book that are relevant for anyone working in visual design, whether in the realm of product design, advertising, or branding.
The first and perhaps most important lesson from "No Finish Line" is the idea that design should always be focused on the needs of the customer. Nike has a long history of prioritizing the athlete in all its product design decisions, and this philosophy has helped the company to stay relevant and innovative over the years. The book emphasizes the importance of empathy for the user, and the need to constantly seek out feedback and insights that can help designers create products that truly meet the needs of their audience.
One example of how Nike has put this philosophy into action can be seen in the company's approach to the design of its Air Max line of shoes. The Air Max was originally designed in 1987 by Tinker Hatfield, who was inspired by the Pompidou Center in Paris and its exposed structural elements. The Air Max was a radical departure from traditional sneaker design, and it quickly became a cultural phenomenon. But rather than rest on its laurels, Nike has continued to innovate on the Air Max line over the years, always with a focus on meeting the needs of its customers.
For example, in 2012 Nike released the Air Max+ 2012, which featured a new, more breathable upper material and a redesigned sole that offered better traction and support. In 2014, Nike released the Air Max Lunar90, which featured a lighter, more flexible sole that was designed to mimic the feeling of running on a cloud. And in 2017, Nike released the Air VaporMax, which featured a completely new sole design that eliminated the traditional midsole altogether, creating a shoe that was lighter and more responsive than ever before.
These examples illustrate how Nike has used customer insights to drive innovation in the Air Max line over the years. Each new iteration of the shoe was designed with a specific goal in mind – to make the shoe more comfortable, more responsive, and more functional for its target audience. And in each case, Nike was able to achieve these goals by staying true to its philosophy of putting the needs of the customer first.
Another key lesson from "No Finish Line" is the importance of collaboration in the design process. Nike has a long history of working with outside designers and artists to create new products that push the boundaries of what's possible. The book features interviews with several of these collaborators, including artist Tom Sachs and designer Hiroshi Fujiwara, who discuss their creative processes and the role of collaboration in their work.
For designers, this underscores the importance of building strong relationships with other creatives and seeking out opportunities for collaboration. By working with others who have different perspectives and skill sets, designers can push their own work in new and exciting directions, and create products that are truly innovative and unique.
In conclusion, "No Finish Line" offers a wealth of insights and inspiration for designers working in the realm of visual design. By focusing on the needs of the customer, staying open to collaboration, and constantly seeking out new insights and feedback, designers can create products that connect with their audience and drive business success. Whether you're designing a new shoe, a piece of advertising, or a brand identity, the lessons from Nike's book are applicable across a wide range of design disciplines, and offer a roadmap for creating work that is both meaningful and impactful.
Three key takeaways:
The importance of designing with purpose:
Nike's “No Finish Line” philosophy emphasizes the idea that design is more than just aesthetics, but also about creating a product with a purpose. When designing, it is crucial to keep the intended purpose and goals of the product in mind, and to ensure that every design decision is in service of that purpose.
The power of storytelling:
Nike's approach to design is heavily influenced by the power of storytelling. When designers create a narrative around their product, it can help to create a deeper emotional connection with users. This can lead to increased engagement and loyalty.
The value of experimentation:
Nike's "No Finish Line" philosophy encourages designers to take risks and experiment with new ideas. While not every experiment will be successful, the process of experimentation can lead to breakthroughs and innovation. Designers should embrace experimentation and not be afraid to try new things.