The branded, hardbound fashion guide ensures that athletes will always dress to impress during the 2012 London games.
The Olympic medal ceremony provides the ultimate stage for winning athletes to be celebrated for achievement in their respective sports. Given the high profile nature of the setting– a global audience of millions –it’s no longer enough for these athletes to simply put their physical prowess on display; they need to consider how to look every bit a champion as well. Or so says Nike in its latest piece of Olympics marketing, a slightly tongue-in-cheek style guide for American athletes, which provides tips on how to wear the iconic brand’s apparel during appearances on the medal stand or while on the scene in the Olympic Village.
The hardbound volume, developed in partnership with creative agency Ceft and Company, is a throwback to earlier handbooks that doled out fashion advice alongside proper etiquette and conduct. The book’s chapters feature line illustrations accompanied by slightly over the top prose, as well as the color photography of Max Farago, providing detailed instructions on everything from how to avoid unsightly t-shirt creep from beneath your team jacket to how best to wear your ‘stars and stripes’ scarf. The end result is both an artful artifact and a subtle piece of marketing.