A branch of NSW was developed solely dedicated to the training of ‘Insiders’, the staff and managers of the Edge and Trend stores that were part of the Nike Sportswear Icons retail campaign.

The store employees became part of the NSW brand, part of Nike.

All communication and correspondence from Nike, including training days and events, came through Inside Nike Sportswear.

Shown here is the Inside Nike Sportswear Staff Training Tool – The ‘Bible’ of Nike Sportswear is three books in one, covering everything that needed to be known about Nike Sportswear. The first book is an NSW brand introduction, The second is a VM guide and the third combines Birth of an Icon with a Dazed and Confused NSW collaboration shoot.

Concept, art direction, design.