designpod | nike
Nike basketball flash card book | Book contents consist of questions sent to nikebasketball.jp by middle and high school basketball players, with answers and advice provided by Yuta Tabuse of the Long Beach Jam and Nike Japan's Basketball Advisory Staff. The booklet can be used either as a book or as flash cards, both of which can be held together by the plastic ring included in the package.
THE ART OF BEING... This assignment is the first step in the creation of a visual language that will bring synergy to a collection of product designed for only Japan. In order to be taken seriously in Japan, the product of course must perform for the athlete, it must look great and fit. And the graphic language must evolve from the reliance of kanji letterforms, from the obvious to the a new sensitivity of being Japanese. We need to lead their expectations.
Perhaps the answer in the near future may no longer be a single icon or catch phrase but rather a delicate mix of many touches from to a tactile feel, to intimate details offering an organic mix of relevance.
These touches may not appeal to the marketers in the West, it may be too simple, too subtle, too local. But if done right, that will be the point. Its all in the mix. THAT IS THE ART OF BEING JAPANESE.