press: nike london 2012 olympics etiquette book featured on just luxe

“…nike has created their own book of proper behavior and is giving them exclusively to attending olympic athletes and press….

in collaboration with creative agency ceft and company, nike is taking some inspiration from those days, creating a tongue-in-cheek london 2012 olympics etiquette book. instead of teaching how to walk with a book on your head, it offers playful (albeit a tad mocking) lessons on knotting the shoelaces on your nike trainer and how to properly roll up the sleeves on your blazer….

while the book is basically a nike catalogue, at least they’ve come up with an angle that isn’t worked often….

yuri pleskun and hannah holman are amongst the models used and the photos were shot by max farago under the creative direction of ucef hanjani.

for more information visit or” view all work related to this project.