The action sports audience; skateboarders, surfers and BMX-ers, are fickle. A new brand, or rather, a well-known commercial brand would stand little chance to break in to this industry. Nike tried several times before, under a different name, Savier. This time they would try under the name “NKE 6.0”. This name refers to Nike roots, before Nike was Nike they called themselves Dimension 6.
The NKE 6.0 logo featured a two-headed mutant, illustrating the dualistic nature of action sports; always pushing boundaries but also trying to fit in. For the EMEA (Europe, Middle-East and Africa) market, we gave the Mutant a guiding nature. He’s there to help, but never to dictate. He is naughty but just.
The mutant first appeared as a shadow at well-known skate and BMX street spots across the UK. We created little gobos that we attached to lamp-posts at these spots, so the mutant would cast a shadow. A little like grafitti, but never harming the environment.