press: nike 2012 london olympics etiquette book gets dissected

“this is a beautiful 1950s-inspired etiquette book.” – creativity online

“i couldn’t resist the way nike has referenced an old-fashioned etiquette book in this hardback bound lookbook showcasing their designs for the USA team’s medal stand looks.” – style bubble


“the book offers…etiquette along with detailed fashion advice which suggests a subtle way, the art of marketing.” – the luxury hub

“the book…is one of the more impressive bits of printed paraphernalia to have come out of all things olympics-related…” – style bubble 

“the end result is both an artful artifact and a subtle piece of marketing.” – psfk

“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.” – just luxe

“they’ve come up with an angle that isn’t worked often.” – just luxe

the book was a success story for nike during the london olympics and received numerous press coverage during the season. view all work related to this project.