The agile and powerful white rabbit in the visual aspect is also the overall design inspiration for the "Year Leap to New Heights" series. The white rabbit has long been regarded as an auspicious creature in ancient times, symbolizing good luck and auspiciousness. The newly designed Swoosh logo and New Year print patterns draw inspiration from the leaping figure of the white rabbit, conveying the meaning of striving for higher achievements in the new year through traditional calligraphy and Chinese painting techniques. Additionally, the patterns also incorporate symbols of health and longevity, such as pine and willow branches, as well as natural landscapes like mountains and caves, conveying wishes for physical and mental well-being and the pursuit of freedom. The New Year print patterns, brimming with vitality and joyousness, run through the entire "Year Leap to New Heights" series, ingeniously merging with elements such as "JUST DO IT" and "NIKE," illuminating the spirit of the new year.
The "Year Leap to New Heights" series includes products for men, women, and children, covering a wide range of categories including basketball, street dance, sports, and lifestyle. With a diverse selection of styles, it not only conveys a strong New Year atmosphere but also adds vibrancy and vitality to everyone's New Year sporty outfits.
| Client | NIKE |
| Year | 2022 |
| ILLUSTRATOR | Kun Lam |
| GRAPHIC DESIGNER | Kun Lam / Dan Ferreira |
| PHOTOGRAPHY | Bloc Productions |
| Scope | Visual Identity, Art & Culture |
The agile and powerful white rabbit in the visual aspect is also the overall design inspiration for the "Year Leap to New Heights" series. The white rabbit has long been regarded as an auspicious creature in ancient times, symbolizing good luck and auspiciousness. The newly designed Swoosh logo and New Year print patterns draw inspiration from the leaping figure of the white rabbit, conveying the meaning of striving for higher achievements in the new year through traditional calligraphy and Chinese painting techniques. Additionally, the patterns also incorporate symbols of health and longevity, such as pine and willow branches, as well as natural landscapes like mountains and caves, conveying wishes for physical and mental well-being and the pursuit of freedom. The New Year print patterns, brimming with vitality and joyousness, run through the entire "Year Leap to New Heights" series, ingeniously merging with elements such as "JUST DO IT" and "NIKE," illuminating the spirit of the new year.
The "Year Leap to New Heights" series includes products for men, women, and children, covering a wide range of categories including basketball, street dance, sports, and lifestyle. With a diverse selection of styles, it not only conveys a strong New Year atmosphere but also adds vibrancy and vitality to everyone's New Year sporty outfits.
