Sometimes it’s about finding the perfect conditions to create the best work, whether it’s a perfect context like Los Angeles combined with the legacy left by Kobe Bryant, the best footballer who “marries” the best club of all time or a glorious Monday in Tahiti with a nice wave session and Gabriel Medina in the water.
These moments can turn into gold for those of us who look at things from a different point of view, we have the power to transform these events and make them unforgettable.
In this post we see some of the projects that have inspired me a lot during this summer and that outline a bit of the near future.
In Los Angeles there is no time to lose, the city begins to prepare for the new Olympic Games, immediately comes up the association between the culture of basketball and Kobe, icon of the Californian city. Nike continues the hype created by the strong campaign in Paris and comes out with “No Time to Lose”, referring to the passing of the sports legend that is Kobe Bryant and always faithful to its concept of victory.
Kobe’s iconic logo will also be used as a version of the dynamicLA28 visual identity, giving basketball an enduring memory of these Olympic Games.
It’s been 15 years since the Santiago Bernabeu was last sold out for a footballer’s presentation: it was July 7, 2009 and it was Cristiano Ronaldo. This time Kylian Mbappé entered the Bernabeu.
But what caught my attention was the Belgian designer Rémy Boutareau who created a wedding dress with the French talent’s name, number and captain’s armband. A garment full of meaning in view of the “marriage” between Mbappé and the Blancos.
Another great project of this summer is Chelsea’s new visual identity and the launch of their new home kit. In partnership with Uncommon they have created a new brand narrative “We Burn Blue”. A concept that focuses on the blue flame, using visuals to “capture the energy, passion and determination that burns inside every Blue”.
The photo of Gabriel Medina, taken by photographer Jérôme Brouillet is certainly the image that defined the 2024 Olympics, it all started with the wave that gave the Brazilian surfer his best score.
It's Monday in Teahupo'o and Gabriel jumps out of a large tube wave, emerges freeing himself in the air and seeming to pose on a cloud of the Pacific, he points to the sky with biblical serenity, his pose is mirrored precisely by his surfboard.
Photographer Jérôme Brouillet says, “The conditions were perfect, the waves were higher than we expected.” He took the photo while aboard a nearby boat, capturing the surreal image with such precision that some initially suspected Photoshop or artificial intelligence.
“It wasn’t difficult to take this photo. It was more about anticipating the moment when Gabriel would come out of the wave.”
In every post I obviously can't help but mention Nike projects (several times) and a bit of graphic design, always my source of inspiration for sports innovation and design.
This particular project by Luc Borho in collaboration with Pizza Typefaces, commissioned by Nike for the Olympics, represents the idea of breaking the conventions of impact fonts and promoting the concepts of union and movement.
There was a need to use it on the athletes' jerseys and on Team USA merchandise, so they decided to develop a variable font that could be dynamic depending on the movement to give to the letters.
Interesting approach to typography, especially in a sports context, it also seems to align with the grace of the Paris 2024 identity and be legible and extremely original.
I am Fabio Troyli and I am a creative director. Since 2010 I have been working with creativity and especially with sports. My goal is to inspire athletes and creatives to push themselves further and further, creativity x sports was born for this.
Do you want to take your brand to the next level? I will help you, contact me.
You can see some projects I have worked on with my studio Off Season, which you can find here Portfolio, Instagram.
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