NTC: The Power of Breath
Nike Live: Off Court, On Fits
In partnership with Nike Trainer Stuart and mindfulness instructor Fa’ Pawaka, we developed The Power of Breath – Nike’s first breathwork programme for the NTC app.
Designed to help members connect mind, body, and soul, the programme is structured into three progressive stages. Through art direction, we created an authentic extension of Nike’s Future of Fitness vision, replacing the traditional fitness environment with a calm, intentional space. And with a clear visual guide, we introduced a sense of stillness and rhythm that equally enhanced accessibility and clarity throughout each session.
Supported by expert tips, modular assets, and a bespoke app badge, The Power of Breath positions Nike as a partner in holistic wellbeing — creating not just content, but a space to return to.
Fitness culture had long equated progress with intensity — leaving little room for recovery practices like breath work. As mental health moved from fringe to front-of-mind, audience needed active guidance to slow down inside a world that had always told them to push harder.
Rather than retrofitting breathwork into existing fitness aesthetics, we built a distinctive visual world from scratch — replacing the traditional fitness environment with a calm, intentional space. While using clear visual guides to introduce rhythm accessibility and clarity across each session.
From writing the program to leading art direction, the production spanned three progressive stages, modular assets, expert-led tips, and a bespoke in-app badge. Extending Nike’s Future of Fitness vision into holistic territory that created a space members return to, not just complete.
Creative lead – co-program maker – art director
Creative
