Nike 6.0

Nike 6.0, classified as 'action sports' on the Nike homepage.

A brand that 'defines innovation and embodies the creativity of youth, united by action' They supply footwear and apparel to 'the new generation of action sports athletes who are changing the world of surf, snow, ski, BMX, wake and moto'

'Their unlimited potential and contagious energy deliver the future though performance and lifestyle'

-Taken from the about page on Nike6.0.

Whats 6.0's visual identity...

logo;

Website:

Interesting that the background image is music related. Wires and what looks like some sort of guitar pedal or something! Showing the relationship between action sports and music, how they create a certain lifestyle. Which is what Nike 6.0 is about, according the their statement above.

Same sort of layout to the other Nike sites, in terms of layout, but no inspirational quotes and no products. Different means of showcasing themselves.

The different sports / teams

Snow
Surf
BMX
Moto
Wake
Ski
These sites and nike 6.0 itself appears to be more dedicated to the sponsored team for each sport, following their progress through competitions, making a name of and paving the way for the lucky number of athletes in each area.

This is quite an interesting point I believe, Nike have had to approach these sports differently to get a foothold within them. As being seen as a threat to more 'sub culture' sports where money isn't important, its all about doing everything for fun, enjoyment and doing it with your mates, so Nike has had to overcome initial negativity when it starts producing products for these sports. Unlike the larger and more main stream sports where they release the latest technology in products, within action sports they are trying to take the sport further by endorsing events and competitions, creating teams (6.0) helping young and up and coming talent, funding these guys, making it possible for these guys to get a career from the sport. The products then come off the success of this, as the riders wear and showcase the products, advertising them that way.