Nike Vitality

Alina Stefania Radu, student on the Professional Master’s Degree in Design and Art Direction at ESDESIGN, presents her project, Nike Vitality. Nike Vitality proposes a new brand extension that introduces Nike into the world of sports nutrition, with a range of food supplements and vitamin-enriched energy drinks designed to support consumers in their active lifestyle before, during and after exercise.

The development of the project is completed with the design of the product line and the definition of a communication campaign built around a strong and coherent conceptual line, “Keep Powered”, which culminates in the creation of experiential activations designed to connect the brand with the consumer. The entire project is synthesised in a videoconcept that condenses the visual, narrative and strategic universe, showing how the brand is experienced.

Unlike other brand extensions, Nike Vitality integrates visual identity, product and user experience within the same language. Its design is inspired by nature and movement, using graphic elements that convey closeness, motivation and positive energy, reinforcing the emotional connection with the audience.

The project positions Nike Vitality as a sustainable and efficient option within the sports nutrition market, offering a comprehensive proposal that not only fuels the body, but also nurtures the mindset of effort and self-improvement, consolidating Nike’s DNA within a new active lifestyle sphere.