Nike: Volt Shoe -- Best of 2012 PD #1

The highlighter-yellow gold medal.

Published on Aug 20, 2012

Editor's Pick

If you paid any attention at all to the Olympics this year, you saw them. No, not the greatest athletes in the world, but what they were wearing on their feet. Nike managed to catch our eyes with the Volt, the beautifully crafted, incandescent kicks that whizzed by on the feet of 400 Olympic athletes, including USA's Ashton Eaton and Trey Hardee, Great Britain's Mo Farah and France's Renaud Lavillenie, enabling Nike to capture the Olympic gold in ambush marketing, and land at No. 1 in our Best of 2012 countdown in the print and design category.

The man behind the idea to paint the shoe that striking color was Martin Lotti, Nike's global creative director for the Olympics. Read more about how he thought up this game-changing idea idea in Creative Profiles.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 20, 2012

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.