Nike was launching the Dri-Fit range of sports apparel in Asia. I was asked to create a print campaign around sports celebrities that they had already signed on for the product.
These outfits are made from a fabric that weans sweat from the body and evaporates it! The concept translated this reduced body weight into the difference between winners and also-rans.
The ads created sharp spikes in both in-store and online sales, and initiated thousands of hits on the 'Dri-Fit FAQ' page at nike.com.