Nike 24.7 campaign by Arthur Seguin Studio uses redesigned objects to translate garment performance
Nike 24.7 is a visual research project developed by Arthur Seguin Studio in collaboration with Alt Border Studio, proposing a clear and intuitive way to communicate garment performance through objects. Conceived as an experimental campaign language, the project establishes a direct relationship between Nike apparel and redesigned everyday items, allowing technical qualities to be understood through simple physical metaphors rather than explanation.
At the center of the project is a method that translates textile innovation into visual and kinetic cues. Instead of relying on conventional styling or athletic context, the garments are paired with objects whose movements, tensions, and balances correspond to specific material properties. This approach positions the object as an intermediary, helping the viewer grasp how the garment behaves when worn, stretched, or in motion.
Each object was reinterpreted both formally and functionally to align with Nike’s visual identity and the campaign’s system. Familiar shapes were adjusted, simplified, and redrawn to ensure consistency across the series. This process allowed the objects to remain immediately recognizable while operating as precise visual tools connected to performance attributes embedded in the clothing.
The stretch pants, for example, are represented through a yo-yo, a device defined by elasticity, return, and controlled tension. Its repeated extension and rebound offer a direct parallel to the fabric’s ability to stretch and recover during movement. In contrast, a pendulum was developed to express softness and fluid motion, reflecting how the materials respond to the body with ease and continuity.
All elements in the campaign were entirely designed and illustrated by the studio, ensuring formal coherence and a controlled visual rhythm. The resulting compositions prioritize legibility, balance, and clarity, allowing the focus to remain on the relationship between object behavior and garment performance. The color palette, proportions, and motion language were carefully calibrated to remain consistent with Nike’s brand DNA without replicating existing campaign formats.
The project was developed as part of an internal research and development process, giving the studio space to test visual hypotheses and refine its object-based communication system. Although the final videos were not used in Nike’s official channels, the brand authorized the publication of the work, recognizing its conceptual and visual value.
Nike 24.7 also reflects Arthur Seguin Studio’s broader transdisciplinary practice, which spans graphic design, art direction, and visual strategy across fashion, music, culture, and luxury. The project demonstrates how design-led experimentation can function as a tool for translating technical innovation into accessible visual narratives.
All imges courtesy of Arthur Seguin Studio, shared with permission
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