For Super Bowl LVIII in Las Vegas, Forth+Back collaborated with Nike Football to craft a campaign identity that captured the excitement of the event, as well as Nike's vision for the sport's global appeal.
A central element of the project was a bespoke Nike Football logomark, which fused a classic football silhouette and a global sphere. This emblem symbolized Nike's ambition to expand its football presence worldwide, while still capturing the spirit of the game in a universally recognizable form.
The overall visual approach of the identity was inspired from electric atmosphere of Las Vegas. The vibrant color palette, in coordination with the NFL's overarching Super Bowl LVIII branding, was transformed into a series of dynamic patterns that echoed the city's iconic lights, marble textures, and overall dreamlike quality of the Strip. These elements were incorporated into a comprehensive design system—spanning across print and digital assets that spread throughout the city during the Super Bowl festivities.
A highlight of the project was the activation of Hotel LVIII, which was an exclusive venue for VIPs and athletes. Here, Forth+Back's branding was integrated into every facet of the experience, from custom gold keys and luxury trunks, to a grand piano adorned with the campaign's visual motifs. Attendees were invited to personalize Nike apparel, creating custom varsity jackets, shirts, hoodies, and more.
The campaign resulted in a cohesive visual identity that not only celebrated the pinnacle of American football but also allowed Nike to leave a lasting impression on the global stage of Super Bowl LVIII.
