AWAKEN THE PHANTOM
Be the one they fear.
See what others don’t.
Awaken the Phantom.
A project that was quite simply a childhood dream realized, and it began with little more than a brilliant boot silhouette. From identity development to strategic positioning to creative direction, copywriting, and concepting, this was a full year project to introduce Nike’s new tier 1 PhantomVSN football (soccer) boot to the world.
[From official Nike press release]:
Born from the streets — a threat on the pitch. With a completely new Quadfit mesh, the new PhantomVSN is built for ultimate comfort.
Traditionally, boot design starts with a sketch, but there is nothing traditional about the brand new PhantomVSN.
To create something different and better, designer Phil Woodman started conceiving of this boot from the inside out. This resulted in a proprietary new construction that will debut in football with the PhantomVSN and soon be adopted in other Nike footwear.
“We developed an internal Quadfit mesh bootie that conforms to fit most any foot, but retains its shape and will not overstretch,” says Woodman. “Quadfit contains the foot without constricting the foot.”
While not visible from the outside, the impact is immediate on the inside. “Players have long been accustomed to the rigors of breaking in their boots,” explains Woodman, “but the PhantomVSN is match-ready right out of the box.”
Be the one they fear.
See what others don’t.
Awaken the Phantom.
A project that was quite simply a childhood dream realized, and it began with little more than a brilliant boot silhouette. From identity development to strategic positioning to creative direction, copywriting, and concepting, this was a full year project to introduce Nike’s new tier 1 PhantomVSN football (soccer) boot to the world.
[From official Nike press release]:
Born from the streets — a threat on the pitch. With a completely new Quadfit mesh, the new PhantomVSN is built for ultimate comfort.
Traditionally, boot design starts with a sketch, but there is nothing traditional about the brand new PhantomVSN.
To create something different and better, designer Phil Woodman started conceiving of this boot from the inside out. This resulted in a proprietary new construction that will debut in football with the PhantomVSN and soon be adopted in other Nike footwear.
“We developed an internal Quadfit mesh bootie that conforms to fit most any foot, but retains its shape and will not overstretch,” says Woodman. “Quadfit contains the foot without constricting the foot.”
While not visible from the outside, the impact is immediate on the inside. “Players have long been accustomed to the rigors of breaking in their boots,” explains Woodman, “but the PhantomVSN is match-ready right out of the box.”
PROJECT OVERVIEW
Client: Nike
Date: July 2017- September 2018
Services: Creative Direction, Copywriting, Brand Strategy, Identity Development
Client: Nike
Date: July 2017- September 2018
Services: Creative Direction, Copywriting, Brand Strategy, Identity Development
[From press release] This epic two and a half minute film tells the story of a mysterious football player who, through word of mouth, becomes a urban legend of terrifying proportions.
Legendary football players Philippe Coutinho, Kevin De Bruyne and Mal Pugh all make appearances as Nike’s mythical Phantom player, the film also featuring icons Ronaldinho, Neymar, Gennaro Gattuso and Andrea Pirlo.
The film also features a cameo from Nigerian rap star WizKid and his posse Legendury Beatz, and Tiwa Savage. This film plays to a mashup between Genesis and Heavy Metal by Justice, adding perfect emphasis and intrigue to the story of Nike Phantom.
Legendary football players Philippe Coutinho, Kevin De Bruyne and Mal Pugh all make appearances as Nike’s mythical Phantom player, the film also featuring icons Ronaldinho, Neymar, Gennaro Gattuso and Andrea Pirlo.
The film also features a cameo from Nigerian rap star WizKid and his posse Legendury Beatz, and Tiwa Savage. This film plays to a mashup between Genesis and Heavy Metal by Justice, adding perfect emphasis and intrigue to the story of Nike Phantom.
