NikeBaseball_GITG_GSpringer_02_2500w.jpg

the project

Greatness in the Grind


the who / the what

Off-season campaign for Nike Baseball .


the situation

Nike Baseball aimed to establish itself as the most distinctive and connected brand in baseball by resonating with the 14–18 year old ball player, known as "The Prospect." The objective was to inspire through athlete and product stories conveying the year-round work ethic required to be great.

We were slated to feature four Major League athletes; Mike Trout, Javy Baez, Max Scherzer, and George Springer. We sought to capture their mental and physical commitment to maintaining an off-season routine. We wanted to understand their goals, motivations, and the mindset required to gear up for a 162 game season. These perspectives were to serve as our inspiration for, and connection to The Prospect.

We planned a series of four photoshoots between Florida and Arizona while the athletes were at Spring Training. We collaborated closely with Nike's brand and Sports Marketing teams, photographers, and the athlete’s management to develop an understanding of their individual training approaches and goals. Each athlete's capture was tailored to their specific specialties, creating a personalized and relatable experience for The Prospect. Furthermore, voiceovers from the athletes were captured, directly speaking to and motivating the audience. To add an authentic element and to encourage genuine responses to our questions, we enlisted the talents of former MLB athlete and current network commentator, Harold Reynolds. Harold served as our athlete liaison as well as a familiar face to the athletes that allowed them to feel comfortable and approach our questions as a conversation rather than a formal interview. We engaged them through a series of on-field walk-and-talks and dugout conversations, selecting locations that provided the athletes with comfort and ease.

During the production, we carefully curated training scenarios that showcased the unique aspects of each player's game. For instance, Mike Trout's focus on agility and power was captured through hitting and dynamic outfield exercises. Javy Baez's exceptional fielding skills and hand-speed were highlighted by capturing him performing various infield drills. Max Scherzer has an insatiable distance running habit in the off-season. We chose to focus on his this through long jogs around the warning track, highlighting his conditioning and mental preparation. George Springer's hitting technique and power were captured during batting cage work, capturing the dedication to his craft as a leadoff hitter.

This content rolled out as soon as the World Series had come to a close. Embodying a “no days off” mentality and showing that once the season is over, the real work begins. These stories unfolded through a series of stills and videos released through Nike Baseball’s digital channels. To engage the audience, we posed questions through Instagram stories encouraging The Prospect to share their off-season goals and routines. We posted albums of inspiring imagery and interviews to further reach the community.

Through this campaign, we effectively showcased Nike Baseball’s commitment to understanding the aspirations of young ball players and supporting their journey. The personalized training experiences, combined with the motivational voiceovers, established a connection with The Prospect and solidified Nike as the brand that champions the sport and empowers athletes to reach their full potential.


the team

My Role: Art Direction & Design
Created while at Nemo Design
Creative Direction: Jeff Bartel, Matt Graff
Photography: Swanson Studios