What we did

Brand Design

Retail Design



An entire nation driven to the hoop.

The Philippines isn’t a basketball power by traditional measures. But, if you scored points for tenacity, gave assists for faith, and counted rebounds for optimism, no nation would stand taller. Filipinos’ religious devotion to the game was rewarded in 2014 when their men’s national team qualified for the FIBA World Cup of Basketball after 35 years of hoop hope and heartbreak.

Nike asked us to help celebrate the momentous achievement with a design language reflecting the Philippines’ passion, showing its pride, and capturing what it really means to Play Pinoy.

Tenacious celebration

Explosive lateral movement that fuels the Filipino game, handcrafted textures that echo the country’s traditional arts and crafts, a blazing crest to symbolize Pinoy basketball rising: The backdrop for retail, events and digital served as a proud declaration that when you never back down, you always have a place in the game.

Video: Stitch

Platform to launch great things