240 products, less than two months and multiple stakeholders this was just the start of writing the copy for Nike’s Geneaology of Speed. Integral to the campaign leading up to the 2004 Athens Olympics, the copy was being used in everything from books, DVDs and CD-ROMs, to the web and exhibition graphics. And, it didn’t just have to be flexible enough to work across all of those formats but also had to pass the approval of four different corporate divisions.

240 products, less than two months and multiple stakeholders this was just the start of writing the copy for Nike’s Geneaology of Speed. Integral to the campaign leading up to the 2004 Athens Olympics, the copy was being used in everything from books, DVDs and CD-ROMs, to the web and exhibition graphics. And, it didn’t just have to be flexible enough to work across all of those formats but also had to pass the approval of four different corporate divisions. Working with these constraints I developed a voice that could appeal to corporate clients, hardcore runners, sneaker freaks and hipsters. And in the process I got to talk to Nike star athletes, employees and designers to tell the stories behind the products and how they were designed to make people go faster better.