light · fashion · sans · photographic · athletic · monochrome · pill · editorial · e-commerce
Nike
Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray.
By webdesignhot · www.nike.com
$ npx design-md add nike
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Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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Tokens design.md/v1.5
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#f5f5f5 - surface-warm
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#4b4b4d - mute
#707072 - stone
#9e9ea0 - hairline
#cacacb - hairline-soft
#e5e5e5 - text AAA · 18.9
#111111 - text-strong
#111111 - text-muted
#707072 - text-soft
#9e9ea0 - text-on-ink
#ffffff - brand AAA · 18.9
#111111 - brand-hover
#000000 - brand-active
#111111 - on-brand
#ffffff - link
#111111 - link-hover
#707072 - visited
#111111 - selected
#111111 - disabled-bg
#cacacb - disabled-text
#707072 - sale
#d30005 - sale-deep
#780700 - success
#007d48 - success-bright
#1eaa52 - warning
#a35316 - danger
#d30005 - info
#1151ff - info-deep
#0034e3 - accent-pink
#ed1aa0 - accent-pink-soft
#ffb0dd - accent-purple-soft
#beaffd - accent-purple-pale
#d6d1ff - accent-teal
#0a7281 - accent-pink-deep
#4c012d - scrim
rgba(0,0,0,0.5) - ring
#111111 - ring-on-dark
#ffffff
Ship faster than ever.
display-campaign "Nike Futura ND" 96px w500 0
Ship faster than ever.
display-mobile "Nike Futura ND" 64px w500 0
The quick brown fox jumps over the lazy dog.
heading-xl "Helvetica Now Display" 32px w500 0
The quick brown fox jumps over the lazy dog.
heading-lg "Helvetica Now Display" 24px w500 0
The quick brown fox jumps over the lazy dog.
button-lg "Helvetica Now Display" 24px w500 0
The quick brown fox jumps over the lazy dog.
heading-md "Helvetica Now Display" 16px w500 0
The quick brown fox jumps over the lazy dog.
body-md "Helvetica Now Text" 16px w400 0
The quick brown fox jumps over the lazy dog.
body-strong "Helvetica Now Text" 16px w500 0
The quick brown fox jumps over the lazy dog.
button-md "Helvetica Now Text" 16px w500 0
The quick brown fox jumps over the lazy dog.
link-md "Helvetica Now Text" 16px w500 0
The quick brown fox jumps over the lazy dog.
price "Helvetica Now Text" 16px w500 0
The quick brown fox jumps over the lazy dog.
body-sm "Helvetica Now Text" 14px w400 0
The quick brown fox jumps over the lazy dog.
button-sm "Helvetica Now Text" 14px w500 0
OUR DESIGN SYSTEM
caption-md "Helvetica Now Text" 14px w500 0
OUR DESIGN SYSTEM
caption-sm "Helvetica Now Text" 12px w500 0
The quick brown fox jumps over the lazy dog.
utility-xs "Helvetica Now Text" 9px w500 0
- step-0 2px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 18px
- step-6 24px
- step-7 30px
- step-8 32px
- step-9 48px
- step-10 64px
- step-11 80px
- step-12 96px
- step-13 128px
- none
0px - micro
2px - sm
18px - md
24px - lg
30px - xl
30px - pill
9999px
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---
name: Nike
tagline: Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray.
author: webdesignhot
source_url: https://www.nike.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [fashion, marketplace]
tags: [light, fashion, sans, photographic, athletic, monochrome, pill, editorial, e-commerce]
preview_swatch: ['#ffffff', '#111111', '#f5f5f5']
related: [adidas, supreme, etsy]
description: 'Nike''s commerce system is photography-first and chrome-quiet — pure black ink (`#111111`), pure white canvas (`#ffffff`), and a single soft cloud gray (`#f5f5f5`) that stages every product image like a studio backdrop. Helvetica Now Display carries section heads and CTAs while Nike Futura ND towers at 96px / line-height 0.9 — burned uppercase into full-bleed campaign photography for the brand''s signature editorial moment. Every CTA is a 30px-radius pill, every product card is sharp-cornered and shadowless, and the system reserves all chromatic energy for the photograph itself: red appears only on a sale price, swatch dots carry the only hue, and a single inset hairline (`#e5e5e5`) is the entire elevation language. The result reads like an athletic magazine that learned how to sell — billboard above, catalog below, mathematically aligned to an 8px grid across men''s, women''s, Jordan, ACG, and Membership.'
colors:
bg: '#ffffff' # canvas — primary page floor
bg-dark: '#111111' # ink-grounded campaign / membership / footer band
surface: '#ffffff' # default card / sheet surface
surface-soft: '#f5f5f5' # soft cloud — product image stage, search pill, secondary CTA, utility bar
surface-warm: '#fafafa' # subtle alt-row tint
ink: '#111111' # primary text + brand black on every CTA
ink-true: '#000000' # rare — campaign overlay where slight contrast nudge is needed
charcoal: '#39393b' # softer body where ink is too heavy
ash: '#4b4b4d' # disabled secondary border on dark surfaces
mute: '#707072' # product subtitle ("Men's Trail Running Shoes"), footer link
stone: '#9e9ea0' # inverse secondary on dark surfaces
hairline: '#cacacb' # 1px divider — filter rows, footer columns, PDP disclosure
hairline-soft: '#e5e5e5' # inset 1px under sticky bars — the only "shadow" the system uses
text: '#111111' # body
text-strong: '#111111' # display — same as body; weight carries hierarchy
text-muted: '#707072'
text-soft: '#9e9ea0'
text-on-ink: '#ffffff' # inverse text on black CTAs and dark sections
brand: '#111111' # Nike's brand "color" — the Swoosh black on every pill CTA
brand-hover: '#000000' # CTAs deepen to true black on hover
brand-active: '#111111' # press = scale(0.5) opacity 0.5, bg unchanged
on-brand: '#ffffff'
link: '#111111' # default link is ink + underline only
link-hover: '#707072' # link hover softens to mute
visited: '#111111' # no visited distinction — Nike treats links uniformly
selected: '#111111' # selected filter = inverted ink chip
disabled-bg: '#cacacb'
disabled-text: '#707072'
sale: '#d30005' # the only red — discounted price + "% off" copy
sale-deep: '#780700' # sale price hover / dark-surface anchor
success: '#007d48' # in-stock, eligibility tick
success-bright: '#1eaa52' # inverse success on dark surfaces
warning: '#a35316'
danger: '#d30005'
info: '#1151ff' # informational link/badge accent in member-experience
info-deep: '#0034e3' # pressed info accent
accent-pink: '#ed1aa0' # SKIMS / women's collection editorial
accent-pink-soft: '#ffb0dd' # member-experience tile soft tint
accent-purple-soft: '#beaffd' # editorial swatch dot, soft category chip
accent-purple-pale: '#d6d1ff' # lightest soft-tile fill
accent-teal: '#0a7281' # trail / outdoor / ACG editorial accent
accent-pink-deep: '#4c012d' # heritage / Jordan editorial overlay
scrim: 'rgba(0,0,0,0.5)' # modal backdrop
ring: '#111111' # focus ring on light surfaces
ring-on-dark: '#ffffff' # focus ring on ink/photographic surfaces
typography:
display:
family: '"Nike Futura ND", "Helvetica Now Display", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [500, 700]
opentype-features: ['ss01']
body:
family: '"Helvetica Now Text", "Helvetica Now", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [400, 500]
display-ui:
family: '"Helvetica Now Display", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [500, 700]
mono:
family: 'Menlo, Monaco, Consolas, "Courier New", monospace'
weights: [400]
scale:
display-campaign: { size: 96, weight: 500, lineHeight: 0.9, tracking: '0', family: display, transform: uppercase }
display-mobile: { size: 64, weight: 500, lineHeight: 0.9, tracking: '0', family: display, transform: uppercase }
heading-xl: { size: 32, weight: 500, lineHeight: 1.2, tracking: '0', family: display-ui }
heading-lg: { size: 24, weight: 500, lineHeight: 1.2, tracking: '0', family: display-ui }
heading-md: { size: 16, weight: 500, lineHeight: 1.75, tracking: '0', family: display-ui }
body-md: { size: 16, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
body-strong: { size: 16, weight: 500, lineHeight: 1.5, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
button-lg: { size: 24, weight: 500, lineHeight: 1.2, tracking: '0', family: display-ui }
button-md: { size: 16, weight: 500, lineHeight: 1.5, tracking: '0', family: body }
button-sm: { size: 14, weight: 500, lineHeight: 1.5, tracking: '0', family: body }
link-md: { size: 16, weight: 500, lineHeight: 1.75, tracking: '0', family: body, decoration: underline }
caption-md: { size: 14, weight: 500, lineHeight: 1.5, tracking: '0', family: body }
caption-sm: { size: 12, weight: 500, lineHeight: 1.5, tracking: '0', family: body }
price: { size: 16, weight: 500, lineHeight: 1.5, tracking: '0', family: body, opentype: ['tnum'] }
utility-xs: { size: 9, weight: 500, lineHeight: 1.75, tracking: '0', family: body }
radius:
none: 0
micro: 2
sm: 18 # avatar / icon container in member-benefit lockups
md: 24 # search pill, search submit, filter input
lg: 30 # every CTA pill — the universal Nike shape
xl: 30
pill: 9999 # color swatch dots, circular icon buttons
spacing:
base: 8
scale: [2, 4, 8, 12, 16, 18, 24, 30, 32, 48, 64, 80, 96, 128]
layout:
page-width: 1440
prose-width: 720
header-height: 60 # primary nav 56–64px
utility-bar-height: 36
filter-rail-width: 220
section-gap: 48
components:
button-primary:
bg: '#111111'
color: '#ffffff'
radius: 30
padding: '16px 32px'
height: 48
font: button-md
use: 'The universal Nike CTA — Sign Up, Notify Me, Buy, Continue. One per viewport.'
button-primary-active:
bg: '#111111'
color: '#ffffff'
transform: 'scale(0.5)'
opacity: 0.5
use: 'Signature "tap collapse" press feedback — bg unchanged, surface shrinks.'
button-secondary:
bg: '#f5f5f5'
color: '#111111'
radius: 30
padding: '16px 32px'
height: 48
use: 'Soft alternative on light surfaces — paired with primary as the lower-emphasis option.'
button-outline-on-image:
bg: '#ffffff'
color: '#111111'
radius: 30
padding: '12px 24px'
use: 'Crisp white pill anchored bottom-left of every full-bleed sport / editorial tile.'
button-icon-circular:
bg: '#f5f5f5'
color: '#111111'
radius: 9999
width: 40
height: 40
use: 'Back arrow, carousel paddle, wishlist heart, share, hide-filters toggle.'
filter-chip:
bg: '#ffffff'
color: '#111111'
border: '1px solid #cacacb'
radius: 30
padding: '8px 16px'
height: 40
use: 'PLP filter pill — default outlined, flips to inverted ink when active.'
filter-chip-active:
bg: '#111111'
color: '#ffffff'
radius: 30
use: 'Selected filter — fully inverted, no middle state.'
search-pill:
bg: '#f5f5f5'
color: '#111111'
radius: 24
height: 40
padding: '8px 16px'
use: 'Masthead search anchored to the right of primary nav with a small magnifier.'
search-pill-focused:
bg: '#ffffff'
border: '2px solid #111111'
halo: '12px outer #f5f5f5'
radius: 24
use: 'Focus = soft glove halo, never a hard outline.'
product-card:
bg: '#ffffff'
color: '#111111'
radius: 0
padding: '0 0 12px 0'
use: 'Listing tile — image is the card, zero padding, swatch dots + name + price stack below.'
product-card-image:
bg: '#f5f5f5' # the studio gray — every product photo's stage
radius: 0
aspect: '1:1'
use: '1:1 product photograph backdrop — soft cloud gray.'
campaign-tile:
bg: '#111111'
color: '#ffffff'
radius: 0
use: 'Full-bleed editorial — Futura ND 96px / 0.9 line-height burned in, white pill anchored bottom-left.'
badge-promo:
bg: '#ffffff'
color: '#111111'
border: '1px solid #cacacb'
radius: 30
padding: '4px 12px'
font: caption-sm
use: '"Just In", "Coming Soon", "Recycled Materials" — sits on top of product imagery top-left.'
badge-sale-text:
color: '#d30005'
font: caption-md
use: 'Inline price-row text — no surface, no border. The only badge without a container.'
swatch-dot:
radius: 9999
size: 12
use: 'Colorway dot — 1px subtle ring on light colorways, no border on dark.'
swatch-dot-active:
radius: 9999
ring: '2px outer #111111 + 2px white interior gap'
use: 'Concentric-ring "selected" state — no size change.'
member-benefit-card:
bg: '#111111'
color: '#ffffff'
radius: 0
use: 'Full-bleed photographic dark card with copy bottom-left + outline-on-image pill.'
faq-row:
bg: '#ffffff'
color: '#111111'
border: 'bottom 1px solid #cacacb'
radius: 0
padding: '24px 0'
font: heading-md
use: 'Membership FAQ accordion row — chevron right, label left.'
pdp-disclosure-row:
bg: '#ffffff'
color: '#111111'
border: 'bottom 1px solid #cacacb'
radius: 0
padding: '24px 0'
use: '"View Product Details", "Shipping & Returns", "Reviews (n)" — same row pattern.'
utility-bar:
bg: '#f5f5f5'
color: '#111111'
height: 36
radius: 0
font: caption-sm
use: 'Top utility strip — Find a Store · Help · Join Us · Sign In, right-aligned.'
primary-nav:
bg: '#ffffff'
color: '#111111'
height: 56
radius: 0
font: body-strong
use: 'Swoosh left, centered nav row, search + wishlist + bag right. Active section gets 2px ink underline.'
filter-sidebar:
bg: '#ffffff'
color: '#111111'
width: 220
radius: 0
font: body-strong
use: 'PLP left rail — section headers + count rows + collapsible groups.'
footer:
bg: '#ffffff'
color: '#707072'
border: 'top 1px solid #cacacb'
radius: 0
use: 'Four-column link list + copyright row in 9px utility-xs.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
duration-fast: 100
duration-standard: 200
duration-slow: 300
cta-press: 'transform: scale(0.5) + opacity 0.5 — Nike''s signature "tap collapse" feedback'
card-hover: 'image opacity 1 → 0.9 over 200ms; no lift, no scale'
reduced-motion: 'respects prefers-reduced-motion: reduce — scale-collapse and opacity transitions degrade to no-op; hover state becomes instant.'
breakpoints:
mobile: 600
tablet: 1024
desktop: 1280
wide: 1440
ultrawide: 1920
shadows:
ambient: 'none — Nike retail chrome is fully flat'
hairline-inset: 'inset 0 -1px 0 #e5e5e5' # only depth cue — sticky bars and tab strips
modal: 'rgba(0,0,0,0.16) 0 8px 24px'
scrim: 'rgba(0,0,0,0.5)'
ring: '0 0 0 2px #111111'
accessibility:
contrast-text-on-bg: 18.5 # #111111 on #ffffff — AAA
contrast-text-on-brand: 18.5 # #ffffff on #111111 — AAA
contrast-mute-on-bg: 4.6 # #707072 on #ffffff — AA
contrast-sale-on-bg: 5.1 # #d30005 on #ffffff — AA
focus-ring: '2px solid #111111 with 2px outline-offset on light surfaces; 2px solid #ffffff on dark / photographic surfaces'
reduced-motion-honored: true
touch-target-min: 44 # AAA on pills (48px height); icon-circular at 40px with 8px hit-target padding
keyboard-nav: 'Tab: utility bar → swoosh logo → primary nav → search → wishlist → bag → main grid → footer. Filter chips arrow-key navigable inside chip group.'
dark-mode: null # Light-only across the storefront. Campaign hero bands flip to ink (#111111) momentarily but the page proper resumes white. No system-driven dark variant.
---
## 1. Visual Theme & Atmosphere
Nike's commerce system is built on a single, almost violently simple idea: **photography speaks, the chrome doesn't.** Every page reads as an athletic editorial — towering uppercase Futura ND lockups burned into full-bleed campaign imagery, with everything else (nav, filters, buttons, cards, footer) reduced to neutral typography and pill geometry on `#ffffff` and `#f5f5f5`. There is no decorative gradient, no soft shadow nostalgia, no accent color used for "tone" — the system saves all chromatic energy for product photography and the small handful of moments that actually need to signal (sale price, success tick, swatch dots).
The result is a layout that feels physical — campaign hero, product grid, sport tile, footer — stacked like a printed catalog rather than animated like a typical SaaS landing page. Density is high but never crowded, because the system relies on three relentless devices: square or near-square 1:1 product imagery on `#f5f5f5`, pill-shaped black CTAs anchoring every actionable surface, and a tight 8px-base spacing scale that keeps cards and filters mathematically aligned across PLP, PDP, and editorial pages. Across `/men`, `/w/mens-acg-trail-running-shoes`, the Zegama PDP, `/membership`, and Jordan Golf, the same chrome appears in identical proportions — only the photography and copy change. That is the system's signature: **maximum editorial expression in the imagery, maximum mechanical restraint everywhere else.**
The atmosphere is athletic-editorial-deadpan: a runner mid-stride on a fog-covered ridge, "MOVE TO ZERO" set 96px in Futura ND across the lower-third in white. The page proper resumes white. A row of 1:1 product tiles. A single black pill that says "Shop". No drop shadow, no scrolljack, no gradient backdrop. The kinetic energy lives entirely in the photograph; the chrome stays mathematical.
Where Stripe builds confidence through chromatic restraint and Linear builds gravity through near-black surfaces, Nike does the opposite — the brand gets out of the way of the photograph. This is the same instinct that drives a Vogue layout: dense type, edge-to-edge image, no decorative furniture between them.
**Key Characteristics:**
- Editorial campaign hero with Futura ND 96px / line-height 0.9 / uppercase burned directly into full-bleed photography
- Pure black/white/single-gray UI palette: `#111111`, `#ffffff`, `#f5f5f5` carry ~95% of the chrome surface area
- Pill geometry universal: every CTA, search field, filter chip uses 30px or 24px radius — there are no sharp-cornered buttons in the system
- Product cards have zero radius, zero shadow, sit directly on soft cloud — the photograph is the card
- Two-tone CTA hierarchy: primary (black on light) versus secondary (soft cloud on bright) — never both at once on the same surface
- 8px spacing system with section rhythm at 48px creating consistent vertical breathing across PLP, PDP, and editorial pages
- Sale signaling is the only place a non-neutral color appears in retail chrome: red price + strike-through original, no badge background
- The signature press state — `scale(0.5) opacity 0.5` "tap collapse" — extracted across all CTAs
## 2. Color Palette & Roles
### Primary
- **Canvas** (`#ffffff`) — paper-white default page floor; the studio backdrop behind every product grid and editorial spread.
- **Ink** (`#111111`) — Nike's brand "color" and the only color the system commits to. CTA fill, headline ink, body text, swatch dot, active filter chip, campaign overlay, primary-nav underline.
- **Soft Cloud** (`#f5f5f5`) — the most-used non-white surface in the entire system. Product card image backgrounds, search pill, secondary CTA, utility bar, sport-category swatch tiles. The "color" of every product photograph's stage.
### Brand & Dark
- **Brand Black** (`#111111`) — Nike's primary CTA color, identical to the body ink. There is no separate "brand" hue.
- **Ink True** (`#000000`) — used rarely for campaign overlays where slight contrast nudge is needed against atmospheric photography.
- **Hairline** (`#cacacb`) — 1px dividers between filter rows, footer columns, PDP disclosure rows.
- **Hairline Soft** (`#e5e5e5`) — inset 1px shadow under sticky bars and tab strips. The only "shadow" the system uses.
### Accent
- **Sale Red** (`#d30005`) — the only red in the system. Discounted price color and "% off" copy.
- **Sale Deep** (`#780700`) — sale price hover/pressed and dark-mode sale anchor.
- **Info Blue** (`#1151ff`) — informational badge in member-experience callouts. Rare.
- **Accent Pink** (`#ed1aa0`) — SKIMS / women's collection moments only.
- **Accent Pink Soft** (`#ffb0dd`) — soft tinting on member-experience tiles.
- **Accent Purple Soft** (`#beaffd`) — editorial swatch dot, soft category chip.
- **Accent Purple Pale** (`#d6d1ff`) — lightest soft-tile fill.
- **Accent Teal** (`#0a7281`) — trail / outdoor / ACG editorial accent in lockups.
- **Accent Pink Deep** (`#4c012d`) — heritage / Jordan editorial overlay.
### Interactive
- **Link** (`#111111`) — default link color = ink + underline only.
- **Link Hover** (`#707072`) — softens to mute, never to brand orange or blue (Nike has no link hue).
- **Selected** (`#111111`) — selected filter chip = inverted ink fill, white text.
- **Disabled BG** (`#cacacb`)
- **Disabled Text** (`#707072`)
### Neutral Scale (warm-cool neutrals)
- **Ink** (`#111111`) — primary text on light surfaces, headlines, product names, prices, nav.
- **Charcoal** (`#39393b`) — slightly softer body where ink is too heavy.
- **Ash** (`#4b4b4d`) — disabled secondary border on dark surfaces and very low-emphasis utility.
- **Mute** (`#707072`) — product category subtitles, footer link text, secondary metadata.
- **Stone** (`#9e9ea0`) — inverse secondary on dark surfaces, lowest-emphasis utility.
### Surface & Borders
- **Canvas** (`#ffffff`) — default page floor and card surface
- **Soft Cloud** (`#f5f5f5`) — product image stage, secondary CTA, search pill, utility bar
- **Surface Warm** (`#fafafa`) — alt-row tint, very subtle
- **Hairline** (`#cacacb`) — 1px solid divider
- **Hairline Soft** (`#e5e5e5`) — inset bottom-line under sticky bars
### Shadow Colors
- **None observed** for retail chrome — Nike does not use drop shadows on cards, buttons, or sections.
- **Hairline Inset** `inset 0 -1px 0 #e5e5e5` — the only shadow language: a 1px inset under sticky bars and tab strips.
### Semantic
- **Success** (`#007d48`) — confirmation messages, in-stock indicators, eligibility ticks.
- **Success Bright** (`#1eaa52`) — inverse success on dark surfaces.
- **Sale / Danger** (`#d30005`) — discounted price color and validation error.
- **Sale Deep** (`#780700`) — pressed sale state.
- **Info** (`#1151ff`) — informational link/badge accent.
- **Info Deep** (`#0034e3`) — pressed info accent.
## 3. Typography Rules
### Font Family
- **Display campaign**: `Nike Futura ND` — proprietary geometric sans for the towering uppercase headlines burned into campaign hero photography. Falls back to Helvetica Now Display Medium → Helvetica → Arial.
- **Display UI**: `Helvetica Now Display` (16–32px) — modern Helvetica cut tuned for display sizes; carries every section title, PDP product name, and dialog headline.
- **Body / UI**: `Helvetica Now Text` and `Helvetica Now Text Medium` (12–16px) — buttons, captions, swatch labels, badge text. The system's UI workhorse.
- **RTL pairing**: `Neue Frutiger Arabic` — Arabic locales at heading-lg and caption sizes.
- **Utility legal**: `Helvetica Neue` 9px — legal-fine-print footer row only.
- **Open-source substitutes**: For the display tier, **Bebas Neue** or **Anton** at 96px / 0.9 line-height / uppercase / 500. For UI, **Inter** weights 400/500 reads almost identically at button and caption sizes — tighten letter-spacing slightly (-0.5%) on substitutes to approximate Futura ND's optical weight.
OpenType features: `tnum` enabled on prices and rating numerals so columns align in product cards and PDP price stacks. `ss01` activates Futura ND's distinctive geometric alternate forms on the campaign tier.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| display-campaign | Futura ND | 96 | 500 | 0.9 | 0 | ss01 | Editorial campaign headline burned into hero photography (uppercase) |
| display-mobile | Futura ND | 64 | 500 | 0.9 | 0 | ss01 | Same lockup at <600px viewport |
| heading-xl | Helvetica Now Display | 32 | 500 | 1.2 | 0 | — | Section headers ("FEATURED FOOTWEAR", "LATEST IN CLOTHING"), PDP product title block |
| heading-lg | Helvetica Now Display | 24 | 500 | 1.2 | 0 | — | Subsection / member-benefit card title, large CTA label, PDP price |
| heading-md | Helvetica Now Display | 16 | 500 | 1.75 | 0 | — | Card title, FAQ row label, filter group header |
| body-md | Helvetica Now Text | 16 | 400 | 1.5 | 0 | — | Body copy, search-pill placeholder, product description |
| body-strong | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | — | Product card name, filter row label, primary nav link |
| body-sm | Helvetica Now Text | 14 | 400 | 1.5 | 0 | — | Secondary descriptions, member-experience body |
| button-lg | Helvetica Now Display | 24 | 500 | 1.2 | 0 | — | Pressed-letter campaign CTA inside hero blocks |
| button-md | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | — | Standard pill CTAs across the system |
| button-sm | Helvetica Now Text Medium | 14 | 500 | 1.5 | 0 | — | Compact pill CTA, badge label, geo-selector |
| link-md | Helvetica Now Text | 16 | 500 | 1.75 | 0 | underline | Underlined inline link, "View Product Details" |
| caption-md | Helvetica Now Text Medium | 14 | 500 | 1.5 | 0 | — | Product subtitle, filter count, footer link |
| caption-sm | Helvetica Now Text Medium | 12 | 500 | 1.5 | 0 | — | Filter chip label, badge text, color count |
| price | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | tnum | Product price — tabular numerals so columns align |
| utility-xs | Helvetica Neue | 9 | 500 | 1.75 | 0 | — | Legal copyright / fine-print row at the very bottom |
### Principles
The system runs on **extreme typographic contrast**: a single 96px uppercase display tier reserved for editorial campaign moments, and a quiet 12–16px Helvetica Now Text/Medium tier carrying everything else. There is almost no middle ground — the jump from heading-xl (32px) directly to body-strong (16px) is intentional and creates the "billboard above, catalog below" effect across every page.
- **Letter-spacing left at 0.** Both Futura ND and Helvetica Now are cut for tight optical fit at scale; manual tracking would break the integrity.
- **Weight does the work.** 500 (Medium) carries headlines, button labels, and product names. 400 (Regular) handles body copy. 700 is reserved for the rare display-bold campaign moment. There are no 600s, no 800s.
- **Uppercase only on Futura.** Helvetica Now never goes uppercase; Futura ND never goes lowercase.
- **No serif, no script, no decorative.** The system is purely geometric/grotesque sans throughout — the brand's discipline made typographic.
- **Tabular numerals on prices.** `tnum` keeps the price column mathematically aligned across product cards.
## 4. Component Stylings
### Buttons
**`button-primary`** — the universal Nike CTA
- Background `#111111`, text `#ffffff`, type button-md, padding `16px 32px`, height 48px, radius 30px (pill). Used on every primary action: "Sign Up", "Notify Me", "Buy", geo-confirm, "Continue", "Shop" overlays.
- **Pressed state** lives in `button-primary-active` — bg stays `#111111` while the surface shrinks to `scale(0.5)` with `opacity: 0.5`. Nike's signature "tap collapse" feedback that's extracted across the entire site.
**`button-secondary`** — soft alternative on light surfaces
- Background `#f5f5f5`, text `#111111`, type button-md, padding `16px 32px`, radius 30px. Used as the lower-emphasis alternate when a primary CTA already exists ("United States" geo-decline next to the black "Türkiye" confirm; "Cancel" or "Discover More" on light cards).
**`button-outline-on-image`** — overlay CTA on photography
- Background `#ffffff`, text `#111111`, type button-md, padding `12px 24px`, radius 30px. The crisp white pill that anchors the bottom-left of every full-bleed sport-category and editorial campaign tile.
**`button-icon-circular`** — chrome icon controls
- Background `#f5f5f5` or transparent, icon `#111111`, radius 9999, size 40px. Used for back arrow, carousel paddle, wishlist heart, share, "Hide Filters" toggle.
### Cards & Containers
**`product-card`** — the brand's signature catalog unit
- Container: bg `#ffffff`, radius 0, padding 0, no shadow.
- Image area: full-bleed product photo on `#f5f5f5` square (1:1 or 4:5 portrait).
- Below image (in this order with 8px between): swatch dot row (3–6 dots at 12px circular), promo badge if applicable, product name body-strong ink, category subtitle caption-md mute, price row.
- Price row: regular price body-strong ink. If on sale: discounted price `#d30005` followed by strike-through original `#707072` followed by "% off" in `#d30005`.
**`campaign-tile`** — the brand's signature editorial unit
- Full-bleed photography with display-campaign headline burned in (uppercase, 96px, line-height 0.9).
- Headline color is whichever of `#ffffff` or `#111111` reads against the underlying image — chosen per asset, not parameterized.
- A single `button-outline-on-image` pill anchored bottom-left of the tile carries the call-to-action.
**`category-icon-card`** — bg `#ffffff`, radius 0, centered category illustration (~80px) + label caption-md ink directly below. Used in the "Latest in Clothing" 4–8-up icon strip.
**`member-benefit-card`** — full-bleed photographic dark card on an ink image background; copy slot at bottom-left with heading-lg headline white and a `button-outline-on-image` "Explore" pill below. Used in `/membership` 3-up grid.
### Badges, Tags, Pills
**`badge-promo`** — bg `#ffffff` with 1px hairline, text `#111111`, type caption-sm, radius 30px, padding `4px 12px`. Sits on top of product imagery (top-left of card) with copy like "Just In", "Coming Soon", "Recycled Materials", "Member Exclusive".
**`badge-sale-text`** — inline price-row text in `#d30005` with no background — the only "badge" in the system that has no container.
**`filter-chip` + `filter-chip-active`**
- Default: bg `#ffffff`, text `#111111`, 1px hairline `#cacacb`, type button-md, radius 30px, padding `8px 16px`. Active: bg `#111111`, text `#ffffff` — fully inverted. No middle state.
**`swatch-dot` + `swatch-dot-active`**
- 12px circle, radius 9999, no border in default state. Renders the colorway options on every product card and PDP color picker.
- Default: filled with the colorway's actual product color (extracted at runtime), 1px subtle outer ring `#cacacb` for white/light colorways so they remain visible.
- Active: identical fill with a 2px `#111111` outer ring and 2px white interior gap, creating Nike's signature concentric-ring "selected" state. No size change.
### Inputs & Forms
**`search-pill` + `search-pill-focused`**
- Default: bg `#f5f5f5`, text `#111111`, type body-md, radius 24, padding `8px 16px`, height 40. Anchored to the right of the primary nav with a small magnifier icon.
- Focused: bg `#ffffff`, 2px solid border `#111111`, with a 12px outer halo of `#f5f5f5` (the system's only "focus ring" effect). Pill stays at radius 24 so the halo reads as a soft glove, not a hard outline.
### Navigation
**`utility-bar`** — top utility strip, bg `#f5f5f5`, text `#111111`, type caption-sm, height 36px. Right-aligned cluster: "Find a Store · Help · Join Us · Sign In". Always present; never collapses.
**`primary-nav`** — main nav, bg `#ffffff`, text `#111111`, type body-strong, height 56–64px. Layout: Nike swoosh logo at left (32×32), centered nav row ("New & Featured · Men · Women · Kids · Jordan · Nike SKIMS · Sport"), right cluster (search pill, wishlist heart icon, bag icon). Active section gets a 2px-bottom underline in `#111111` — no background fill.
**Sub-nav strip** (PLP) — appears under primary nav with breadcrumb + sort + hide-filters controls. Same canvas bg with a 1px inset hairline-soft bottom edge.
**Top Nav Mobile** — hamburger menu icon left, swoosh center, search + bag icons right. Search pill collapses into icon-only at narrow widths; tapping expands a full-width overlay search pill. Primary nav collapses into a full-height drawer that slides in from the left.
### Signature Components
**`pdp-disclosure-row`** — PDP info accordion. Stacked rows for "View Product Details", "Shipping & Returns", "Reviews (n)" with 24px vertical padding and a 1px hairline divider below each.
**`faq-row`** — `/membership` FAQ accordion. Identical pattern to pdp-disclosure-row but with heading-md label weight; 1px hairline divider below each.
**`filter-sidebar`** — PLP left rail, ~220px fixed. Section headers body-strong ink with 18px vertical gap between groups. Active filters get a 1px ink underline; counts in parentheses use mute.
**`footer`** — bg `#ffffff` with a single 1px hairline top divider. Four columns: Resources / Help / Company / Promotions, each with column header body-strong ink and link list caption-md mute. Below the columns: a horizontal rule, then a fine-print row with utility-xs mute (copyright, locale switcher, terms, privacy, supply-chain act).
## 5. Layout Principles
### Spacing System
- **Base unit**: 8px
- **Tokens**: 2 / 4 / 8 / 12 / 16 / 18 / 24 / 30 / 32 / 48 / 64 / 80 / 96 / 128
- **Universal rhythm**: every page in the set uses `48px` as the vertical gap between major content blocks (campaign hero → trending row → featured row → shop-by-sport → latest-in-clothing → footer). PLP card grids use 8px gutters. PDP disclosure rows are stacked at 24px vertical padding.
- **Card internal padding**: product cards use 0px internal padding — image is full-bleed; metadata rows sit directly below with 8px gap between name, subtitle, and price.
### Grid & Container
- **Max width**: ~1440px content area with edge gutters that grow to ~80px at 1920px (the system lets very wide viewports breathe rather than stretch).
- **Column patterns**: PLP listing uses 3-up at desktop, collapsing to 2-up at 1023px and 1-up at 599px. The men's home `/men` mixes a 2-up campaign hero row, a 3- or 4-up "Trending Now" row, a horizontal-scroll "Shop by Sport" rail, and a 4-up "Latest in Clothing" thumbnail grid.
- **Filter sidebar**: ~220px fixed-width left rail on PLP at desktop, collapsing into a "Hide Filters" toggle at narrow widths.
### Whitespace Philosophy
Whitespace is a tool for separation, not for breath. Sections butt directly against each other vertically with 48px rhythm, and product photos tile edge-to-edge inside their grid — there is no padding wrapped around the product image itself. The "air" comes from the soft cloud background of the photograph, not from layout margin. Headlines do not have decorative whitespace above them; they sit immediately under the section divider line.
### Section Cadence
Editorial-campaign-band → product-grid-band → editorial-campaign-band → product-grid-band. Light dominates; the brief inversion to ink (`#111111`) on a member band or a footer is the only break from white. The cream/dark band rhythm Stripe uses — Nike doesn't have it. Density and photography do the same job color does for other brands.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| None | 0px | Cards, campaign tiles, product imagery, navigation, footer — every container in the system |
| Micro | 2px | Inset hairline corners, dense table corners |
| SM | 18px | Avatar / icon container in member-benefit lockups |
| MD | 24px | Search pill, search submit, filter input |
| LG | 30px | Every CTA pill — primary, secondary, on-image, filter chip, geo-selector, "Notify Me" |
| Pill | 9999px | Color swatch dots and circular icon buttons (back, share, favorite, carousel paddle) |
There are no compound radii. Every container is one of: zero, 24px (input), 30px (CTA), or 9999 (circle). The discipline is total.
### Photography Geometry
- **Product cards**: consistent 1:1 square or near-square (~4:5 portrait on tall product crops), full-bleed within the card with no padding, sitting on `#f5f5f5` backdrop.
- **Editorial campaign hero**: ~16:9 or wider cinematic crop, full-bleed across the content max-width, with the Futura display headline burned into the lower-left or upper-left third.
- **Sport-category rail**: 4:5 portrait full-bleed thumbnails with a small CTA pill anchored bottom-left.
- **PDP main image**: square primary image with vertical thumbnail rail to its left (~5–7 thumbnails stacked at small size), enabling rapid color/angle browsing without leaving the page.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | No shadow, no border | Default for cards, buttons, sections — the dominant treatment |
| 1 — Hairline divider | 1px solid `#cacacb` | Filter row separators, footer column borders, PDP disclosure-row separators |
| 2 — Inset bottom-line | `box-shadow: inset 0 -1px 0 #e5e5e5` | Sticky utility/sub-nav bar bottom edge, tab strip underline |
| 3 — Modal | `rgba(0,0,0,0.16) 0 8px 24px` | Bag, wishlist, dialog overlays |
| 4 — Scrim | `rgba(0,0,0,0.5)` | Modal backdrop |
### Shadow Philosophy
The system has **no drop-shadow elevation in its retail chrome at all**. Cards do not lift on the page. The only depth cue is the 1px inset hairline on sticky strips and the contrast between full-bleed photography and `#f5f5f5` product backdrops. Depth comes entirely from photography, not from CSS effects:
- **Editorial campaign tiles** create depth via cinematic perspective — a runner on a trail, a model in a courtyard — with the Futura display headline overlaid in white or ink directly on the image.
- **Product card photography** is shot on flat `#f5f5f5` to remove any background depth, so the product itself is the only thing with form on the page.
- **Sport-category tiles** on the home page are full-bleed cinematic photography with a small white outline-on-image pill anchored at the bottom-left, giving a moment of crisp white pill against atmospheric image.
The deliberate absence of shadow is what makes the system feel athletic rather than skeuomorphic.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for hover, focus
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — modal entry, mega-menu reveal
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 100ms | Color transitions, focus ring fade-in, link hover |
| Standard | 200ms | Image opacity hover, card state changes, modal enter |
| Slow | 300ms | Hero carousel slide, page transitions |
### Per-Component Recipes
- **Primary CTA press**: `transform: scale(0.5)` + `opacity: 0.5` — Nike's signature "tap collapse" feedback. The bg stays unchanged; the surface shrinks to half-size for ~100ms then snaps back. This is the brand's most distinctive micro-interaction.
- **Product card hover**: image opacity 1 → 0.9 over 200ms; no lift, no scale, no shadow. Hover invites attention without theatrical motion.
- **Filter chip toggle**: bg flip from `#ffffff` to `#111111` with `color: white` over 100ms — instant feel.
- **Search-pill focus**: 2px ink border + 12px soft cloud halo fades in over 200ms.
- **Carousel paddle hover**: icon-circular bg lightens from `#f5f5f5` to `#ffffff` over 100ms.
- **Modal enter**: scrim fades in over 200ms, dialog translates from `translateY(8px) opacity(0)` to `0/1` over 240ms emphasized.
### Page Transitions
Page-to-page navigation uses no transition — links fire a hard navigation. Nike prioritises perceived speed and the "next-page-feels-like-next-spread" magazine cadence.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. The signature `scale(0.5)` press collapses to an instant opacity dim. Image opacity hover suppresses (only color change remains). Modal slide degrades to opacity-only. Carousel autoplay halts.
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | Level |
|------|-------|-------|
| #111111 ink on #ffffff canvas | 18.5 | AAA |
| #ffffff on #111111 CTA | 18.5 | AAA |
| #707072 mute on #ffffff | 4.6 | AA |
| #d30005 sale on #ffffff | 5.1 | AA |
| #007d48 success on #ffffff | 4.7 | AA |
| #ffffff on #f5f5f5 secondary CTA bg | 1.05 | requires text in #111111 (AAA) |
| #111111 on #f5f5f5 secondary CTA | 17.5 | AAA |
The black/white brand pair sits at AAA across the entire chrome. The few off-system colors (sale red, success green, info blue) all hold AA at body sizes.
### Focus Indicators
Focus ring is **2px solid `#111111`** with 2px outline-offset on light surfaces. On ink/photographic surfaces (campaign tiles, member-benefit cards), focus flips to **2px solid `#ffffff`**. Buttons, inputs, links, and filter chips all gain the ring on `:focus-visible`.
### ARIA Patterns
- **Search pill**: `role="search"`. Input has `aria-label="Search products"`.
- **Filter chip**: `aria-pressed` to communicate selection state.
- **Product card**: entire tile wrapped in `<a>` with verbose `aria-label` — "Nike Air Pegasus 41, Men's Road Running Shoes, $140".
- **Swatch dot**: `aria-label="Black/White colorway, 1 of 6"` — names the color and position.
- **Wishlist heart**: `aria-pressed` with label "Add to favorites" / "Remove from favorites".
- **Disclosure row**: `aria-expanded` + `aria-controls` for PDP accordions.
### Keyboard Navigation
Tab order: utility bar links → swoosh logo → primary nav (left to right) → search pill → wishlist heart → bag → main grid (top to bottom, left to right) → filter sidebar (when expanded) → footer.
- **Inside filter chip group**: arrow keys navigate, Space toggles, Enter applies.
- **Inside PDP gallery**: arrow keys advance thumbnails.
- **Inside PDP carousel**: Esc closes lightbox.
### Screen Reader Hints
Verbose `aria-label` on icon-only buttons (heart, share, paddle). Sale prices include `aria-label="Sale price $84, was $140, save 40%"` so screen readers communicate the discount narrative. The signature `scale(0.5)` press feedback is purely visual — no `aria-live` announcement is required.
### Reduced Motion
All transitions degrade gracefully. The signature press collapses to instant opacity dim. Image hover suppresses. Carousel autoplay halts. Modal slide → opacity-only.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| ultrawide | 1920px+ | Content max-width holds at ~1440px; outer gutters grow to ~80px on each side |
| desktop-large | 1440px | Default desktop layout — 3-up product grid, 4-up clothing strip, full primary nav |
| desktop | 1280px | Same as large with slightly narrower outer gutters |
| desktop-small | 1024px | Filter sidebar starts compressing; sport rail shows ~3 visible tiles |
| tablet | 768–1023px | 3-up PLP collapses to 2-up; "Hide Filters" becomes a default toggle |
| tablet-narrow | 600–767px | Primary nav center cluster collapses to a hamburger drawer; search pill becomes icon-only |
| mobile-landscape | 480–599px | 2-up PLP collapses to 1-up; product cards become full-width with image and metadata stacking |
| mobile | <480px | Single-column everything; campaign tiles render at full screen width with shorter Futura sizes (~64px) |
### Touch Targets
All interactive elements meet WCAG AAA (44×44px minimum). Pills sit at 48px height with 32px horizontal padding. Icon-circular buttons sit at 40px — Nike's PDP carousel paddle and wishlist heart sit just under AAA but above AA at 40×40, with hit-target padding extending the tappable area to 48px+. Filter-chip pills are 40px height with 16px padding.
### Collapsing Strategy
- **Primary nav**: desktop center cluster → mobile drawer triggered by hamburger at left of the swoosh.
- **PLP grid**: 3-up → 2-up → 1-up at 1023, 599, and below; gutters drop from 8px to 4px on mobile.
- **Filter sidebar**: 220px fixed → "Hide Filters" toggle → off-canvas full-screen filter drawer at mobile.
- **Sport rail**: desktop horizontal scroll with ~5 visible → mobile horizontal scroll with ~1.5 visible (peek-next-card pattern).
- **Section spacing**: 48px desktop → 32px tablet → 24px mobile to keep editorial rhythm tight on small screens.
- **Editorial campaign headline**: desktop 96px → tablet 64px → mobile 48px, line-height stays at 0.9 across all sizes.
### Image Behavior
- Product imagery is responsive at the same 1:1 ratio across all breakpoints — the image scales, the ratio doesn't.
- Editorial campaign tiles use art-direction crops: a 16:9 wide hero on desktop swaps to a 4:5 portrait on mobile so the figure stays centered and the headline still has burn-in space.
- All non-critical product imagery is lazy-loaded as the user scrolls into the next grid row.
### Container Queries
Used in the PLP filter sidebar — when the rail narrows below ~180px, multi-column filter groups collapse to single column with chevron disclosure.
## 11. Content & Voice
### Tone
Direct, athletic, deadpan-inspirational. Nike's voice is the assistant coach who tells you exactly what to do without theatre. Headlines lead with action ("Just Do It", "Move to Zero", "Run with Pegasus") and the body copy carries the technical narrative ("React-X foam, 4mm drop, woven mesh upper").
The brand consistently positions Nike as **the equipment manufacturer that knows the sport** — every microcopy moment is slightly more competent than warm. There are no winks, no exclamation points, and no marketing-speak euphemisms for "buy."
### Microcopy Patterns
- **Button verbs**: "Buy", "Notify Me", "Sign Up", "Continue", "Add to Bag", "Shop the Drop". Short, outcome-named, no honorifics.
- **Error message recipe**: factual + remedial — "Your size is sold out. Try another size or join the waitlist."
- **Success confirmations**: "Added to bag" — instant, no ceremony.
- **Field labels**: short and direct — "Email", "Postal code", "Card number", "Shoe size".
- **Stock urgency**: "Almost gone" — three words, no pricing pressure language.
- **Restock**: "Sold out — Notify me" — names the state and the action in the same line.
### Empty States
- **Empty bag**: "Your bag is empty. Find your next pair." — names two next destinations (search + featured).
- **Empty wishlist**: "Save your favorites here. Tap the heart on any item to start." — instructive.
- **Empty search results**: "We didn't find anything for [query]. Try different keywords or browse Men's, Women's, Kids." — names cause + alternatives.
### CTA Verb Conventions
- **Primary**: "Buy", "Notify Me", "Sign Up", "Continue", "Add to Bag", "Become a Member"
- **Secondary**: "Cancel", "Save for Later", "Discover More"
- **Outline-on-image**: "Shop", "Explore", "Read Story"
- **Tertiary text**: "View Product Details", "See All", "Learn More"
The verb library is deliberately small. Nike does not use "Get started", "Sign up free", "Try it now" — too SaaS, too qualifier-heavy. The verbs are athletic-imperative.
## 12. Dark Mode & Theming
**Light-only across the storefront.** Nike's commerce surface ships only in the light theme. Campaign hero bands and member-benefit cards flip momentarily to ink (`#111111`) for editorial contrast, but these are content moments, not a theme — the page proper resumes white below them.
The Nike Run Club and Training Club apps respect system dark mode independently, but the e-commerce site does not offer a dark variant. There is no `prefers-color-scheme: dark` query and no `data-theme="dark"` token swap.
If implementing a Nike-flavored dark variant for a derived system, swap canvas to `#111111`, soft cloud to `#1a1a1a`, ink/text to `#ffffff`, mute to `#9e9ea0`, hairline to `#39393b` — keep the pill geometry and Futura headline unchanged.
## 13. Lineage & Influences
Nike's e-commerce visual lineage is a fusion of three traditions:
- **Swiss / International Typographic Style** — the discipline of Helvetica, the grid, the absence of ornament. Helvetica Now is Monotype's modernization of the original 1957 typeface; its presence on every Nike surface is a direct line back to Müller-Brockmann and Hofmann.
- **Sports magazine editorial** — the burn-in headline, the full-bleed action shot, the photographic narrative. Sports Illustrated, Wieden+Kennedy's "Just Do It" print campaigns of the 1990s, and Nike's own SNKRS app all share this vocabulary.
- **Catalog-as-website** — the dense, photo-led product grid with mathematical 8px alignment. Inspired by classic Sears and J.Crew catalogs but stripped of all chrome.
What it inherits:
- Wieden+Kennedy's print discipline (uppercase Futura, full-bleed, no decorative furniture)
- Apple's product photography on neutral gray (the `#f5f5f5` studio gray)
- Swiss grotesque typography (Helvetica Now as the UI workhorse)
What it borrows from contemporaries:
- Stripe's restraint with brand color (Nike's ink is to brand black what Stripe's blue is to the brand-as-singular)
- Notion's light-warm canvas instinct (though Nike stays cooler with #f5f5f5 vs Notion's #f6f5f4)
What it rejects:
- Drop shadows and skeuomorphic elevation (Material Design)
- Gradient washes and atmospheric color (Stripe's brand-shadow)
- Soft-rounded card corners (rounded-xl SaaS)
- "Get started" SaaS verbs (no qualifier language)
**Influences:**
- Wieden+Kennedy — https://wk.com — Print-campaign typography that defined the Nike voice for 30 years
- Helvetica / Monotype — https://www.monotype.com — Helvetica Now Display + Text as the system's UI workhorse
- Apple Store — https://apple.com — Product photography on neutral gray as the "studio" metaphor
- Sports Illustrated — https://si.com — Editorial-burn-in headline lockups on athletic photography
## 14. Do's and Don'ts
### Do
- Reserve display-campaign (96px Futura) exclusively for editorial campaign hero lockups — never use it for section headers or product titles.
- Use button-primary (`#111111` pill) as the single primary action per viewport. Pair it at most with button-secondary (`#f5f5f5` pill) for a soft alternative.
- Stage every product photograph on `#f5f5f5` — the gray is the system's "studio."
- Keep all CTAs pill-shaped at 30px radius. Never introduce a square or 8px button.
- Use sale red (`#d30005`) only on price rows — never on backgrounds, badges, or chrome.
- Stack content sections at 48px rhythm with no decorative dividers between them; the photography's bleed-edge is the divider.
- Anchor on-image CTAs with white outline pills at bottom-left — the system's universal "shop this image" position.
- Ship the signature press collapse — `transform: scale(0.5) opacity 0.5` — across all primary CTAs. It's the brand's micro-interaction signature.
- Use `tnum` on every price so columns align mathematically across product cards.
- Set focus rings to 2px ink on light, 2px white on dark; never to a brand hue (Nike has none).
### Don't
- Don't introduce drop shadows or card elevation. Cards sit flat on the page; the only depth cue is the 1px inset hairline on sticky bars.
- Don't use any of the category accent colors (pink, purple, teal) for primary chrome — they belong to swatch dots, soft tile fills, and editorial moments only.
- Don't replace ink (`#111111`) with a near-black gray like charcoal (`#39393b`) for a CTA — Nike's primary pill is true `#111111`.
- Don't pad inside product cards. The image is full-bleed; metadata sits directly below with 8px between rows.
- Don't put two campaign-tile lockups in the same row at the same scale — Nike alternates a single full-bleed editorial tile with a 2-up or 4-up product/category grid.
- Don't underline anything other than link-md inline links and the active primary-nav indicator. Buttons, headings, and prices stay un-underlined.
- Don't introduce a third button shape. Pill or icon-circular — that's the entire button shape vocabulary.
- Don't use serif, script, or display-rounded fonts. The system is Futura ND + Helvetica Now; no exceptions.
- Don't add accent gradients or atmospheric blur. The chrome is solid color-block throughout.
- Don't let body copy go below 14px (caption-md). The system's smallest UI text is 12px (caption-sm), reserved for filter chip labels and badge text.
## 15. Agent Prompt Guide
### Quick Color Reference
- Canvas: `#ffffff`
- Ink (text + brand black): `#111111`
- Soft Cloud (product image stage): `#f5f5f5`
- Hairline (1px divider): `#cacacb`
- Hairline Soft (inset): `#e5e5e5`
- Mute (secondary text): `#707072`
- Sale Red: `#d30005`
- Success: `#007d48`
- Focus ring (light): `#111111`
- Focus ring (dark/photo): `#ffffff`
### Example Component Prompts
1. "Create a Nike campaign hero — full-bleed photograph (16:9, athletic action shot) with a 96px / 0.9-line-height / 500-weight Futura ND uppercase headline burned into the lower-left third in white. Anchor a single white pill (radius 30, padding 12×24, text 16/500 ink, label 'Shop') at the bottom-left of the tile. No shadow, no border, no gradient overlay."
2. "Design a Nike product card — 1:1 product photograph on a `#f5f5f5` square backdrop, zero radius, zero padding around the image. Below the image, an 8px stack of: 4 swatch dots (12px circles), badge-promo if applicable ('Just In' in 1px hairline outline pill), product name in body-strong ink (16/500), category subtitle in caption-md mute (14/500), price in price (16/500 tnum) ink. If on sale, render discounted price in `#d30005`, then strike-through original in mute, then '% off' in `#d30005'."
3. "Build a Nike primary CTA — radius 30 pill, bg `#111111`, text `#ffffff` 16/500, padding 16×32, height 48. Press state: `transform: scale(0.5) opacity: 0.5` over 100ms (Nike's signature tap-collapse feedback). Hover: bg deepens to `#000000` over 100ms."
4. "Create a Nike PLP filter row — 1px hairline `#cacacb` between rows, 18px vertical gap. Each row: section header in body-strong ink (16/500), filter chip group below. Filter chips at radius 30, default bg `#ffffff` 1px hairline outline, active bg `#111111` text white. Counts in parentheses use mute."
5. "Design the Nike masthead — utility bar (36px, bg `#f5f5f5`, right-aligned 'Find a Store · Help · Join Us · Sign In' in caption-sm ink) above the primary nav (56px, bg `#ffffff`, swoosh logo left, 7-link centered nav 'New & Featured · Men · Women · Kids · Jordan · Nike SKIMS · Sport' in body-strong ink, search-pill + heart + bag right). Active nav section gets a 2px ink underline."
6. "Build a Nike PDP image gallery — square primary image at 1:1 with vertical thumbnail rail to the left (5–7 thumbnails stacked at 80px). Anchor a wishlist heart icon-circular (40px, bg `#f5f5f5`, ink heart) at the top-right of the primary image. Below the image, the PDP product title in heading-xl ink (32/500), price in heading-lg, then the disclosure rows ('View Product Details', 'Shipping & Returns', 'Reviews') with 24px vertical padding and 1px hairline dividers."
### Iteration Guide
1. Focus on ONE component at a time. Pull its tokens from the frontmatter and verify every property resolves to a concrete value.
2. Reference component names and tokens directly (`button-primary`, soft cloud `#f5f5f5`, radius 30) — do not paraphrase color names or radii in prose.
3. Default body to body-md (16/400); reach for body-strong (16/500) for product names and primary nav links; reserve display-campaign (96px Futura) strictly for hero campaign lockups.
4. Keep ink (`#111111`) scarce per viewport — if more than one solid-black pill or block appears in the same fold, neutralize one to button-secondary or button-outline-on-image.
5. When introducing a new component, ask whether it can be expressed with the existing pill + flat-card + photography-on-`#f5f5f5` vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
6. Add new variants as separate component entries (`-active`, `-disabled`, `-focused`) — do not bury them inside prose. Nike's pressed state (`scale(0.5) opacity 0.5`) is intentional and must be its own entry.
7. Run a contrast check on every text/bg pair — the system's colors are designed for AAA on the brand pair and AA elsewhere.
8. Test every interactive surface at 480px / 768px / 1024px / 1440px. Nike's responsive cadence (3-up → 2-up → 1-up; 96px → 64px → 48px headline) is part of the system's identity.
1. Visual Theme & Atmosphere
Nike’s commerce system is built on a single, almost violently simple idea: photography speaks, the chrome doesn’t. Every page reads as an athletic editorial — towering uppercase Futura ND lockups burned into full-bleed campaign imagery, with everything else (nav, filters, buttons, cards, footer) reduced to neutral typography and pill geometry on #ffffff and #f5f5f5. There is no decorative gradient, no soft shadow nostalgia, no accent color used for “tone” — the system saves all chromatic energy for product photography and the small handful of moments that actually need to signal (sale price, success tick, swatch dots).
The result is a layout that feels physical — campaign hero, product grid, sport tile, footer — stacked like a printed catalog rather than animated like a typical SaaS landing page. Density is high but never crowded, because the system relies on three relentless devices: square or near-square 1:1 product imagery on #f5f5f5, pill-shaped black CTAs anchoring every actionable surface, and a tight 8px-base spacing scale that keeps cards and filters mathematically aligned across PLP, PDP, and editorial pages. Across /men, /w/mens-acg-trail-running-shoes, the Zegama PDP, /membership, and Jordan Golf, the same chrome appears in identical proportions — only the photography and copy change. That is the system’s signature: maximum editorial expression in the imagery, maximum mechanical restraint everywhere else.
The atmosphere is athletic-editorial-deadpan: a runner mid-stride on a fog-covered ridge, “MOVE TO ZERO” set 96px in Futura ND across the lower-third in white. The page proper resumes white. A row of 1:1 product tiles. A single black pill that says “Shop”. No drop shadow, no scrolljack, no gradient backdrop. The kinetic energy lives entirely in the photograph; the chrome stays mathematical.
Where Stripe builds confidence through chromatic restraint and Linear builds gravity through near-black surfaces, Nike does the opposite — the brand gets out of the way of the photograph. This is the same instinct that drives a Vogue layout: dense type, edge-to-edge image, no decorative furniture between them.
Key Characteristics:
- Editorial campaign hero with Futura ND 96px / line-height 0.9 / uppercase burned directly into full-bleed photography
- Pure black/white/single-gray UI palette:
#111111,#ffffff,#f5f5f5carry ~95% of the chrome surface area - Pill geometry universal: every CTA, search field, filter chip uses 30px or 24px radius — there are no sharp-cornered buttons in the system
- Product cards have zero radius, zero shadow, sit directly on soft cloud — the photograph is the card
- Two-tone CTA hierarchy: primary (black on light) versus secondary (soft cloud on bright) — never both at once on the same surface
- 8px spacing system with section rhythm at 48px creating consistent vertical breathing across PLP, PDP, and editorial pages
- Sale signaling is the only place a non-neutral color appears in retail chrome: red price + strike-through original, no badge background
- The signature press state —
scale(0.5) opacity 0.5“tap collapse” — extracted across all CTAs
2. Color Palette & Roles
Primary
- Canvas (
#ffffff) — paper-white default page floor; the studio backdrop behind every product grid and editorial spread. - Ink (
#111111) — Nike’s brand “color” and the only color the system commits to. CTA fill, headline ink, body text, swatch dot, active filter chip, campaign overlay, primary-nav underline. - Soft Cloud (
#f5f5f5) — the most-used non-white surface in the entire system. Product card image backgrounds, search pill, secondary CTA, utility bar, sport-category swatch tiles. The “color” of every product photograph’s stage.
Brand & Dark
- Brand Black (
#111111) — Nike’s primary CTA color, identical to the body ink. There is no separate “brand” hue. - Ink True (
#000000) — used rarely for campaign overlays where slight contrast nudge is needed against atmospheric photography. - Hairline (
#cacacb) — 1px dividers between filter rows, footer columns, PDP disclosure rows. - Hairline Soft (
#e5e5e5) — inset 1px shadow under sticky bars and tab strips. The only “shadow” the system uses.
Accent
- Sale Red (
#d30005) — the only red in the system. Discounted price color and ”% off” copy. - Sale Deep (
#780700) — sale price hover/pressed and dark-mode sale anchor. - Info Blue (
#1151ff) — informational badge in member-experience callouts. Rare. - Accent Pink (
#ed1aa0) — SKIMS / women’s collection moments only. - Accent Pink Soft (
#ffb0dd) — soft tinting on member-experience tiles. - Accent Purple Soft (
#beaffd) — editorial swatch dot, soft category chip. - Accent Purple Pale (
#d6d1ff) — lightest soft-tile fill. - Accent Teal (
#0a7281) — trail / outdoor / ACG editorial accent in lockups. - Accent Pink Deep (
#4c012d) — heritage / Jordan editorial overlay.
Interactive
- Link (
#111111) — default link color = ink + underline only. - Link Hover (
#707072) — softens to mute, never to brand orange or blue (Nike has no link hue). - Selected (
#111111) — selected filter chip = inverted ink fill, white text. - Disabled BG (
#cacacb) - Disabled Text (
#707072)
Neutral Scale (warm-cool neutrals)
- Ink (
#111111) — primary text on light surfaces, headlines, product names, prices, nav. - Charcoal (
#39393b) — slightly softer body where ink is too heavy. - Ash (
#4b4b4d) — disabled secondary border on dark surfaces and very low-emphasis utility. - Mute (
#707072) — product category subtitles, footer link text, secondary metadata. - Stone (
#9e9ea0) — inverse secondary on dark surfaces, lowest-emphasis utility.
Surface & Borders
- Canvas (
#ffffff) — default page floor and card surface - Soft Cloud (
#f5f5f5) — product image stage, secondary CTA, search pill, utility bar - Surface Warm (
#fafafa) — alt-row tint, very subtle - Hairline (
#cacacb) — 1px solid divider - Hairline Soft (
#e5e5e5) — inset bottom-line under sticky bars
Shadow Colors
- None observed for retail chrome — Nike does not use drop shadows on cards, buttons, or sections.
- Hairline Inset
inset 0 -1px 0 #e5e5e5— the only shadow language: a 1px inset under sticky bars and tab strips.
Semantic
- Success (
#007d48) — confirmation messages, in-stock indicators, eligibility ticks. - Success Bright (
#1eaa52) — inverse success on dark surfaces. - Sale / Danger (
#d30005) — discounted price color and validation error. - Sale Deep (
#780700) — pressed sale state. - Info (
#1151ff) — informational link/badge accent. - Info Deep (
#0034e3) — pressed info accent.
3. Typography Rules
Font Family
- Display campaign:
Nike Futura ND— proprietary geometric sans for the towering uppercase headlines burned into campaign hero photography. Falls back to Helvetica Now Display Medium → Helvetica → Arial. - Display UI:
Helvetica Now Display(16–32px) — modern Helvetica cut tuned for display sizes; carries every section title, PDP product name, and dialog headline. - Body / UI:
Helvetica Now TextandHelvetica Now Text Medium(12–16px) — buttons, captions, swatch labels, badge text. The system’s UI workhorse. - RTL pairing:
Neue Frutiger Arabic— Arabic locales at heading-lg and caption sizes. - Utility legal:
Helvetica Neue9px — legal-fine-print footer row only. - Open-source substitutes: For the display tier, Bebas Neue or Anton at 96px / 0.9 line-height / uppercase / 500. For UI, Inter weights 400/500 reads almost identically at button and caption sizes — tighten letter-spacing slightly (-0.5%) on substitutes to approximate Futura ND’s optical weight.
OpenType features: tnum enabled on prices and rating numerals so columns align in product cards and PDP price stacks. ss01 activates Futura ND’s distinctive geometric alternate forms on the campaign tier.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-campaign | Futura ND | 96 | 500 | 0.9 | 0 | ss01 | Editorial campaign headline burned into hero photography (uppercase) |
| display-mobile | Futura ND | 64 | 500 | 0.9 | 0 | ss01 | Same lockup at <600px viewport |
| heading-xl | Helvetica Now Display | 32 | 500 | 1.2 | 0 | — | Section headers (“FEATURED FOOTWEAR”, “LATEST IN CLOTHING”), PDP product title block |
| heading-lg | Helvetica Now Display | 24 | 500 | 1.2 | 0 | — | Subsection / member-benefit card title, large CTA label, PDP price |
| heading-md | Helvetica Now Display | 16 | 500 | 1.75 | 0 | — | Card title, FAQ row label, filter group header |
| body-md | Helvetica Now Text | 16 | 400 | 1.5 | 0 | — | Body copy, search-pill placeholder, product description |
| body-strong | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | — | Product card name, filter row label, primary nav link |
| body-sm | Helvetica Now Text | 14 | 400 | 1.5 | 0 | — | Secondary descriptions, member-experience body |
| button-lg | Helvetica Now Display | 24 | 500 | 1.2 | 0 | — | Pressed-letter campaign CTA inside hero blocks |
| button-md | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | — | Standard pill CTAs across the system |
| button-sm | Helvetica Now Text Medium | 14 | 500 | 1.5 | 0 | — | Compact pill CTA, badge label, geo-selector |
| link-md | Helvetica Now Text | 16 | 500 | 1.75 | 0 | underline | Underlined inline link, “View Product Details” |
| caption-md | Helvetica Now Text Medium | 14 | 500 | 1.5 | 0 | — | Product subtitle, filter count, footer link |
| caption-sm | Helvetica Now Text Medium | 12 | 500 | 1.5 | 0 | — | Filter chip label, badge text, color count |
| price | Helvetica Now Text Medium | 16 | 500 | 1.5 | 0 | tnum | Product price — tabular numerals so columns align |
| utility-xs | Helvetica Neue | 9 | 500 | 1.75 | 0 | — | Legal copyright / fine-print row at the very bottom |
Principles
The system runs on extreme typographic contrast: a single 96px uppercase display tier reserved for editorial campaign moments, and a quiet 12–16px Helvetica Now Text/Medium tier carrying everything else. There is almost no middle ground — the jump from heading-xl (32px) directly to body-strong (16px) is intentional and creates the “billboard above, catalog below” effect across every page.
- Letter-spacing left at 0. Both Futura ND and Helvetica Now are cut for tight optical fit at scale; manual tracking would break the integrity.
- Weight does the work. 500 (Medium) carries headlines, button labels, and product names. 400 (Regular) handles body copy. 700 is reserved for the rare display-bold campaign moment. There are no 600s, no 800s.
- Uppercase only on Futura. Helvetica Now never goes uppercase; Futura ND never goes lowercase.
- No serif, no script, no decorative. The system is purely geometric/grotesque sans throughout — the brand’s discipline made typographic.
- Tabular numerals on prices.
tnumkeeps the price column mathematically aligned across product cards.
4. Component Stylings
Buttons
button-primary — the universal Nike CTA
- Background
#111111, text#ffffff, type button-md, padding16px 32px, height 48px, radius 30px (pill). Used on every primary action: “Sign Up”, “Notify Me”, “Buy”, geo-confirm, “Continue”, “Shop” overlays. - Pressed state lives in
button-primary-active— bg stays#111111while the surface shrinks toscale(0.5)withopacity: 0.5. Nike’s signature “tap collapse” feedback that’s extracted across the entire site.
button-secondary — soft alternative on light surfaces
- Background
#f5f5f5, text#111111, type button-md, padding16px 32px, radius 30px. Used as the lower-emphasis alternate when a primary CTA already exists (“United States” geo-decline next to the black “Türkiye” confirm; “Cancel” or “Discover More” on light cards).
button-outline-on-image — overlay CTA on photography
- Background
#ffffff, text#111111, type button-md, padding12px 24px, radius 30px. The crisp white pill that anchors the bottom-left of every full-bleed sport-category and editorial campaign tile.
button-icon-circular — chrome icon controls
- Background
#f5f5f5or transparent, icon#111111, radius 9999, size 40px. Used for back arrow, carousel paddle, wishlist heart, share, “Hide Filters” toggle.
Cards & Containers
product-card — the brand’s signature catalog unit
- Container: bg
#ffffff, radius 0, padding 0, no shadow. - Image area: full-bleed product photo on
#f5f5f5square (1:1 or 4:5 portrait). - Below image (in this order with 8px between): swatch dot row (3–6 dots at 12px circular), promo badge if applicable, product name body-strong ink, category subtitle caption-md mute, price row.
- Price row: regular price body-strong ink. If on sale: discounted price
#d30005followed by strike-through original#707072followed by ”% off” in#d30005.
campaign-tile — the brand’s signature editorial unit
- Full-bleed photography with display-campaign headline burned in (uppercase, 96px, line-height 0.9).
- Headline color is whichever of
#ffffffor#111111reads against the underlying image — chosen per asset, not parameterized. - A single
button-outline-on-imagepill anchored bottom-left of the tile carries the call-to-action.
category-icon-card — bg #ffffff, radius 0, centered category illustration (~80px) + label caption-md ink directly below. Used in the “Latest in Clothing” 4–8-up icon strip.
member-benefit-card — full-bleed photographic dark card on an ink image background; copy slot at bottom-left with heading-lg headline white and a button-outline-on-image “Explore” pill below. Used in /membership 3-up grid.
Badges, Tags, Pills
badge-promo — bg #ffffff with 1px hairline, text #111111, type caption-sm, radius 30px, padding 4px 12px. Sits on top of product imagery (top-left of card) with copy like “Just In”, “Coming Soon”, “Recycled Materials”, “Member Exclusive”.
badge-sale-text — inline price-row text in #d30005 with no background — the only “badge” in the system that has no container.
filter-chip + filter-chip-active
- Default: bg
#ffffff, text#111111, 1px hairline#cacacb, type button-md, radius 30px, padding8px 16px. Active: bg#111111, text#ffffff— fully inverted. No middle state.
swatch-dot + swatch-dot-active
- 12px circle, radius 9999, no border in default state. Renders the colorway options on every product card and PDP color picker.
- Default: filled with the colorway’s actual product color (extracted at runtime), 1px subtle outer ring
#cacacbfor white/light colorways so they remain visible. - Active: identical fill with a 2px
#111111outer ring and 2px white interior gap, creating Nike’s signature concentric-ring “selected” state. No size change.
Inputs & Forms
search-pill + search-pill-focused
- Default: bg
#f5f5f5, text#111111, type body-md, radius 24, padding8px 16px, height 40. Anchored to the right of the primary nav with a small magnifier icon. - Focused: bg
#ffffff, 2px solid border#111111, with a 12px outer halo of#f5f5f5(the system’s only “focus ring” effect). Pill stays at radius 24 so the halo reads as a soft glove, not a hard outline.
Navigation
utility-bar — top utility strip, bg #f5f5f5, text #111111, type caption-sm, height 36px. Right-aligned cluster: “Find a Store · Help · Join Us · Sign In”. Always present; never collapses.
primary-nav — main nav, bg #ffffff, text #111111, type body-strong, height 56–64px. Layout: Nike swoosh logo at left (32×32), centered nav row (“New & Featured · Men · Women · Kids · Jordan · Nike SKIMS · Sport”), right cluster (search pill, wishlist heart icon, bag icon). Active section gets a 2px-bottom underline in #111111 — no background fill.
Sub-nav strip (PLP) — appears under primary nav with breadcrumb + sort + hide-filters controls. Same canvas bg with a 1px inset hairline-soft bottom edge.
Top Nav Mobile — hamburger menu icon left, swoosh center, search + bag icons right. Search pill collapses into icon-only at narrow widths; tapping expands a full-width overlay search pill. Primary nav collapses into a full-height drawer that slides in from the left.
Signature Components
pdp-disclosure-row — PDP info accordion. Stacked rows for “View Product Details”, “Shipping & Returns”, “Reviews (n)” with 24px vertical padding and a 1px hairline divider below each.
faq-row — /membership FAQ accordion. Identical pattern to pdp-disclosure-row but with heading-md label weight; 1px hairline divider below each.
filter-sidebar — PLP left rail, ~220px fixed. Section headers body-strong ink with 18px vertical gap between groups. Active filters get a 1px ink underline; counts in parentheses use mute.
footer — bg #ffffff with a single 1px hairline top divider. Four columns: Resources / Help / Company / Promotions, each with column header body-strong ink and link list caption-md mute. Below the columns: a horizontal rule, then a fine-print row with utility-xs mute (copyright, locale switcher, terms, privacy, supply-chain act).
5. Layout Principles
Spacing System
- Base unit: 8px
- Tokens: 2 / 4 / 8 / 12 / 16 / 18 / 24 / 30 / 32 / 48 / 64 / 80 / 96 / 128
- Universal rhythm: every page in the set uses
48pxas the vertical gap between major content blocks (campaign hero → trending row → featured row → shop-by-sport → latest-in-clothing → footer). PLP card grids use 8px gutters. PDP disclosure rows are stacked at 24px vertical padding. - Card internal padding: product cards use 0px internal padding — image is full-bleed; metadata rows sit directly below with 8px gap between name, subtitle, and price.
Grid & Container
- Max width: ~1440px content area with edge gutters that grow to ~80px at 1920px (the system lets very wide viewports breathe rather than stretch).
- Column patterns: PLP listing uses 3-up at desktop, collapsing to 2-up at 1023px and 1-up at 599px. The men’s home
/menmixes a 2-up campaign hero row, a 3- or 4-up “Trending Now” row, a horizontal-scroll “Shop by Sport” rail, and a 4-up “Latest in Clothing” thumbnail grid. - Filter sidebar: ~220px fixed-width left rail on PLP at desktop, collapsing into a “Hide Filters” toggle at narrow widths.
Whitespace Philosophy
Whitespace is a tool for separation, not for breath. Sections butt directly against each other vertically with 48px rhythm, and product photos tile edge-to-edge inside their grid — there is no padding wrapped around the product image itself. The “air” comes from the soft cloud background of the photograph, not from layout margin. Headlines do not have decorative whitespace above them; they sit immediately under the section divider line.
Section Cadence
Editorial-campaign-band → product-grid-band → editorial-campaign-band → product-grid-band. Light dominates; the brief inversion to ink (#111111) on a member band or a footer is the only break from white. The cream/dark band rhythm Stripe uses — Nike doesn’t have it. Density and photography do the same job color does for other brands.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| None | 0px | Cards, campaign tiles, product imagery, navigation, footer — every container in the system |
| Micro | 2px | Inset hairline corners, dense table corners |
| SM | 18px | Avatar / icon container in member-benefit lockups |
| MD | 24px | Search pill, search submit, filter input |
| LG | 30px | Every CTA pill — primary, secondary, on-image, filter chip, geo-selector, “Notify Me” |
| Pill | 9999px | Color swatch dots and circular icon buttons (back, share, favorite, carousel paddle) |
There are no compound radii. Every container is one of: zero, 24px (input), 30px (CTA), or 9999 (circle). The discipline is total.
Photography Geometry
- Product cards: consistent 1:1 square or near-square (~4:5 portrait on tall product crops), full-bleed within the card with no padding, sitting on
#f5f5f5backdrop. - Editorial campaign hero: ~16:9 or wider cinematic crop, full-bleed across the content max-width, with the Futura display headline burned into the lower-left or upper-left third.
- Sport-category rail: 4:5 portrait full-bleed thumbnails with a small CTA pill anchored bottom-left.
- PDP main image: square primary image with vertical thumbnail rail to its left (~5–7 thumbnails stacked at small size), enabling rapid color/angle browsing without leaving the page.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Default for cards, buttons, sections — the dominant treatment |
| 1 — Hairline divider | 1px solid #cacacb | Filter row separators, footer column borders, PDP disclosure-row separators |
| 2 — Inset bottom-line | box-shadow: inset 0 -1px 0 #e5e5e5 | Sticky utility/sub-nav bar bottom edge, tab strip underline |
| 3 — Modal | rgba(0,0,0,0.16) 0 8px 24px | Bag, wishlist, dialog overlays |
| 4 — Scrim | rgba(0,0,0,0.5) | Modal backdrop |
Shadow Philosophy
The system has no drop-shadow elevation in its retail chrome at all. Cards do not lift on the page. The only depth cue is the 1px inset hairline on sticky strips and the contrast between full-bleed photography and #f5f5f5 product backdrops. Depth comes entirely from photography, not from CSS effects:
- Editorial campaign tiles create depth via cinematic perspective — a runner on a trail, a model in a courtyard — with the Futura display headline overlaid in white or ink directly on the image.
- Product card photography is shot on flat
#f5f5f5to remove any background depth, so the product itself is the only thing with form on the page. - Sport-category tiles on the home page are full-bleed cinematic photography with a small white outline-on-image pill anchored at the bottom-left, giving a moment of crisp white pill against atmospheric image.
The deliberate absence of shadow is what makes the system feel athletic rather than skeuomorphic.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— default for hover, focus - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— modal entry, mega-menu reveal
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 100ms | Color transitions, focus ring fade-in, link hover |
| Standard | 200ms | Image opacity hover, card state changes, modal enter |
| Slow | 300ms | Hero carousel slide, page transitions |
Per-Component Recipes
- Primary CTA press:
transform: scale(0.5)+opacity: 0.5— Nike’s signature “tap collapse” feedback. The bg stays unchanged; the surface shrinks to half-size for ~100ms then snaps back. This is the brand’s most distinctive micro-interaction. - Product card hover: image opacity 1 → 0.9 over 200ms; no lift, no scale, no shadow. Hover invites attention without theatrical motion.
- Filter chip toggle: bg flip from
#ffffffto#111111withcolor: whiteover 100ms — instant feel. - Search-pill focus: 2px ink border + 12px soft cloud halo fades in over 200ms.
- Carousel paddle hover: icon-circular bg lightens from
#f5f5f5to#ffffffover 100ms. - Modal enter: scrim fades in over 200ms, dialog translates from
translateY(8px) opacity(0)to0/1over 240ms emphasized.
Page Transitions
Page-to-page navigation uses no transition — links fire a hard navigation. Nike prioritises perceived speed and the “next-page-feels-like-next-spread” magazine cadence.
Reduced Motion
Respects prefers-reduced-motion: reduce. The signature scale(0.5) press collapses to an instant opacity dim. Image opacity hover suppresses (only color change remains). Modal slide degrades to opacity-only. Carousel autoplay halts.
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | Level |
|---|---|---|
| #111111 ink on #ffffff canvas | 18.5 | AAA |
| #ffffff on #111111 CTA | 18.5 | AAA |
| #707072 mute on #ffffff | 4.6 | AA |
| #d30005 sale on #ffffff | 5.1 | AA |
| #007d48 success on #ffffff | 4.7 | AA |
| #ffffff on #f5f5f5 secondary CTA bg | 1.05 | requires text in #111111 (AAA) |
| #111111 on #f5f5f5 secondary CTA | 17.5 | AAA |
The black/white brand pair sits at AAA across the entire chrome. The few off-system colors (sale red, success green, info blue) all hold AA at body sizes.
Focus Indicators
Focus ring is 2px solid #111111 with 2px outline-offset on light surfaces. On ink/photographic surfaces (campaign tiles, member-benefit cards), focus flips to 2px solid #ffffff. Buttons, inputs, links, and filter chips all gain the ring on :focus-visible.
ARIA Patterns
- Search pill:
role="search". Input hasaria-label="Search products". - Filter chip:
aria-pressedto communicate selection state. - Product card: entire tile wrapped in
<a>with verbosearia-label— “Nike Air Pegasus 41, Men’s Road Running Shoes, $140”. - Swatch dot:
aria-label="Black/White colorway, 1 of 6"— names the color and position. - Wishlist heart:
aria-pressedwith label “Add to favorites” / “Remove from favorites”. - Disclosure row:
aria-expanded+aria-controlsfor PDP accordions.
Keyboard Navigation
Tab order: utility bar links → swoosh logo → primary nav (left to right) → search pill → wishlist heart → bag → main grid (top to bottom, left to right) → filter sidebar (when expanded) → footer.
- Inside filter chip group: arrow keys navigate, Space toggles, Enter applies.
- Inside PDP gallery: arrow keys advance thumbnails.
- Inside PDP carousel: Esc closes lightbox.
Screen Reader Hints
Verbose aria-label on icon-only buttons (heart, share, paddle). Sale prices include aria-label="Sale price $84, was $140, save 40%" so screen readers communicate the discount narrative. The signature scale(0.5) press feedback is purely visual — no aria-live announcement is required.
Reduced Motion
All transitions degrade gracefully. The signature press collapses to instant opacity dim. Image hover suppresses. Carousel autoplay halts. Modal slide → opacity-only.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Content max-width holds at ~1440px; outer gutters grow to ~80px on each side |
| desktop-large | 1440px | Default desktop layout — 3-up product grid, 4-up clothing strip, full primary nav |
| desktop | 1280px | Same as large with slightly narrower outer gutters |
| desktop-small | 1024px | Filter sidebar starts compressing; sport rail shows ~3 visible tiles |
| tablet | 768–1023px | 3-up PLP collapses to 2-up; “Hide Filters” becomes a default toggle |
| tablet-narrow | 600–767px | Primary nav center cluster collapses to a hamburger drawer; search pill becomes icon-only |
| mobile-landscape | 480–599px | 2-up PLP collapses to 1-up; product cards become full-width with image and metadata stacking |
| mobile | <480px | Single-column everything; campaign tiles render at full screen width with shorter Futura sizes (~64px) |
Touch Targets
All interactive elements meet WCAG AAA (44×44px minimum). Pills sit at 48px height with 32px horizontal padding. Icon-circular buttons sit at 40px — Nike’s PDP carousel paddle and wishlist heart sit just under AAA but above AA at 40×40, with hit-target padding extending the tappable area to 48px+. Filter-chip pills are 40px height with 16px padding.
Collapsing Strategy
- Primary nav: desktop center cluster → mobile drawer triggered by hamburger at left of the swoosh.
- PLP grid: 3-up → 2-up → 1-up at 1023, 599, and below; gutters drop from 8px to 4px on mobile.
- Filter sidebar: 220px fixed → “Hide Filters” toggle → off-canvas full-screen filter drawer at mobile.
- Sport rail: desktop horizontal scroll with ~5 visible → mobile horizontal scroll with ~1.5 visible (peek-next-card pattern).
- Section spacing: 48px desktop → 32px tablet → 24px mobile to keep editorial rhythm tight on small screens.
- Editorial campaign headline: desktop 96px → tablet 64px → mobile 48px, line-height stays at 0.9 across all sizes.
Image Behavior
- Product imagery is responsive at the same 1:1 ratio across all breakpoints — the image scales, the ratio doesn’t.
- Editorial campaign tiles use art-direction crops: a 16:9 wide hero on desktop swaps to a 4:5 portrait on mobile so the figure stays centered and the headline still has burn-in space.
- All non-critical product imagery is lazy-loaded as the user scrolls into the next grid row.
Container Queries
Used in the PLP filter sidebar — when the rail narrows below ~180px, multi-column filter groups collapse to single column with chevron disclosure.
11. Content & Voice
Tone
Direct, athletic, deadpan-inspirational. Nike’s voice is the assistant coach who tells you exactly what to do without theatre. Headlines lead with action (“Just Do It”, “Move to Zero”, “Run with Pegasus”) and the body copy carries the technical narrative (“React-X foam, 4mm drop, woven mesh upper”).
The brand consistently positions Nike as the equipment manufacturer that knows the sport — every microcopy moment is slightly more competent than warm. There are no winks, no exclamation points, and no marketing-speak euphemisms for “buy.”
Microcopy Patterns
- Button verbs: “Buy”, “Notify Me”, “Sign Up”, “Continue”, “Add to Bag”, “Shop the Drop”. Short, outcome-named, no honorifics.
- Error message recipe: factual + remedial — “Your size is sold out. Try another size or join the waitlist.”
- Success confirmations: “Added to bag” — instant, no ceremony.
- Field labels: short and direct — “Email”, “Postal code”, “Card number”, “Shoe size”.
- Stock urgency: “Almost gone” — three words, no pricing pressure language.
- Restock: “Sold out — Notify me” — names the state and the action in the same line.
Empty States
- Empty bag: “Your bag is empty. Find your next pair.” — names two next destinations (search + featured).
- Empty wishlist: “Save your favorites here. Tap the heart on any item to start.” — instructive.
- Empty search results: “We didn’t find anything for [query]. Try different keywords or browse Men’s, Women’s, Kids.” — names cause + alternatives.
CTA Verb Conventions
- Primary: “Buy”, “Notify Me”, “Sign Up”, “Continue”, “Add to Bag”, “Become a Member”
- Secondary: “Cancel”, “Save for Later”, “Discover More”
- Outline-on-image: “Shop”, “Explore”, “Read Story”
- Tertiary text: “View Product Details”, “See All”, “Learn More”
The verb library is deliberately small. Nike does not use “Get started”, “Sign up free”, “Try it now” — too SaaS, too qualifier-heavy. The verbs are athletic-imperative.
12. Dark Mode & Theming
Light-only across the storefront. Nike’s commerce surface ships only in the light theme. Campaign hero bands and member-benefit cards flip momentarily to ink (#111111) for editorial contrast, but these are content moments, not a theme — the page proper resumes white below them.
The Nike Run Club and Training Club apps respect system dark mode independently, but the e-commerce site does not offer a dark variant. There is no prefers-color-scheme: dark query and no data-theme="dark" token swap.
If implementing a Nike-flavored dark variant for a derived system, swap canvas to #111111, soft cloud to #1a1a1a, ink/text to #ffffff, mute to #9e9ea0, hairline to #39393b — keep the pill geometry and Futura headline unchanged.
13. Lineage & Influences
Nike’s e-commerce visual lineage is a fusion of three traditions:
- Swiss / International Typographic Style — the discipline of Helvetica, the grid, the absence of ornament. Helvetica Now is Monotype’s modernization of the original 1957 typeface; its presence on every Nike surface is a direct line back to Müller-Brockmann and Hofmann.
- Sports magazine editorial — the burn-in headline, the full-bleed action shot, the photographic narrative. Sports Illustrated, Wieden+Kennedy’s “Just Do It” print campaigns of the 1990s, and Nike’s own SNKRS app all share this vocabulary.
- Catalog-as-website — the dense, photo-led product grid with mathematical 8px alignment. Inspired by classic Sears and J.Crew catalogs but stripped of all chrome.
What it inherits:
- Wieden+Kennedy’s print discipline (uppercase Futura, full-bleed, no decorative furniture)
- Apple’s product photography on neutral gray (the
#f5f5f5studio gray) - Swiss grotesque typography (Helvetica Now as the UI workhorse)
What it borrows from contemporaries:
- Stripe’s restraint with brand color (Nike’s ink is to brand black what Stripe’s blue is to the brand-as-singular)
- Notion’s light-warm canvas instinct (though Nike stays cooler with #f5f5f5 vs Notion’s #f6f5f4)
What it rejects:
- Drop shadows and skeuomorphic elevation (Material Design)
- Gradient washes and atmospheric color (Stripe’s brand-shadow)
- Soft-rounded card corners (rounded-xl SaaS)
- “Get started” SaaS verbs (no qualifier language)
Influences:
- Wieden+Kennedy — https://wk.com — Print-campaign typography that defined the Nike voice for 30 years
- Helvetica / Monotype — https://www.monotype.com — Helvetica Now Display + Text as the system’s UI workhorse
- Apple Store — https://apple.com — Product photography on neutral gray as the “studio” metaphor
- Sports Illustrated — https://si.com — Editorial-burn-in headline lockups on athletic photography
14. Do’s and Don’ts
Do
- Reserve display-campaign (96px Futura) exclusively for editorial campaign hero lockups — never use it for section headers or product titles.
- Use button-primary (
#111111pill) as the single primary action per viewport. Pair it at most with button-secondary (#f5f5f5pill) for a soft alternative. - Stage every product photograph on
#f5f5f5— the gray is the system’s “studio.” - Keep all CTAs pill-shaped at 30px radius. Never introduce a square or 8px button.
- Use sale red (
#d30005) only on price rows — never on backgrounds, badges, or chrome. - Stack content sections at 48px rhythm with no decorative dividers between them; the photography’s bleed-edge is the divider.
- Anchor on-image CTAs with white outline pills at bottom-left — the system’s universal “shop this image” position.
- Ship the signature press collapse —
transform: scale(0.5) opacity 0.5— across all primary CTAs. It’s the brand’s micro-interaction signature. - Use
tnumon every price so columns align mathematically across product cards. - Set focus rings to 2px ink on light, 2px white on dark; never to a brand hue (Nike has none).
Don’t
- Don’t introduce drop shadows or card elevation. Cards sit flat on the page; the only depth cue is the 1px inset hairline on sticky bars.
- Don’t use any of the category accent colors (pink, purple, teal) for primary chrome — they belong to swatch dots, soft tile fills, and editorial moments only.
- Don’t replace ink (
#111111) with a near-black gray like charcoal (#39393b) for a CTA — Nike’s primary pill is true#111111. - Don’t pad inside product cards. The image is full-bleed; metadata sits directly below with 8px between rows.
- Don’t put two campaign-tile lockups in the same row at the same scale — Nike alternates a single full-bleed editorial tile with a 2-up or 4-up product/category grid.
- Don’t underline anything other than link-md inline links and the active primary-nav indicator. Buttons, headings, and prices stay un-underlined.
- Don’t introduce a third button shape. Pill or icon-circular — that’s the entire button shape vocabulary.
- Don’t use serif, script, or display-rounded fonts. The system is Futura ND + Helvetica Now; no exceptions.
- Don’t add accent gradients or atmospheric blur. The chrome is solid color-block throughout.
- Don’t let body copy go below 14px (caption-md). The system’s smallest UI text is 12px (caption-sm), reserved for filter chip labels and badge text.
15. Agent Prompt Guide
Quick Color Reference
- Canvas:
#ffffff - Ink (text + brand black):
#111111 - Soft Cloud (product image stage):
#f5f5f5 - Hairline (1px divider):
#cacacb - Hairline Soft (inset):
#e5e5e5 - Mute (secondary text):
#707072 - Sale Red:
#d30005 - Success:
#007d48 - Focus ring (light):
#111111 - Focus ring (dark/photo):
#ffffff
Example Component Prompts
-
“Create a Nike campaign hero — full-bleed photograph (16:9, athletic action shot) with a 96px / 0.9-line-height / 500-weight Futura ND uppercase headline burned into the lower-left third in white. Anchor a single white pill (radius 30, padding 12×24, text 16/500 ink, label ‘Shop’) at the bottom-left of the tile. No shadow, no border, no gradient overlay.”
-
“Design a Nike product card — 1:1 product photograph on a
#f5f5f5square backdrop, zero radius, zero padding around the image. Below the image, an 8px stack of: 4 swatch dots (12px circles), badge-promo if applicable (‘Just In’ in 1px hairline outline pill), product name in body-strong ink (16/500), category subtitle in caption-md mute (14/500), price in price (16/500 tnum) ink. If on sale, render discounted price in#d30005, then strike-through original in mute, then ’% off’ in `#d30005’.” -
“Build a Nike primary CTA — radius 30 pill, bg
#111111, text#ffffff16/500, padding 16×32, height 48. Press state:transform: scale(0.5) opacity: 0.5over 100ms (Nike’s signature tap-collapse feedback). Hover: bg deepens to#000000over 100ms.” -
“Create a Nike PLP filter row — 1px hairline
#cacacbbetween rows, 18px vertical gap. Each row: section header in body-strong ink (16/500), filter chip group below. Filter chips at radius 30, default bg#ffffff1px hairline outline, active bg#111111text white. Counts in parentheses use mute.” -
“Design the Nike masthead — utility bar (36px, bg
#f5f5f5, right-aligned ‘Find a Store · Help · Join Us · Sign In’ in caption-sm ink) above the primary nav (56px, bg#ffffff, swoosh logo left, 7-link centered nav ‘New & Featured · Men · Women · Kids · Jordan · Nike SKIMS · Sport’ in body-strong ink, search-pill + heart + bag right). Active nav section gets a 2px ink underline.” -
“Build a Nike PDP image gallery — square primary image at 1:1 with vertical thumbnail rail to the left (5–7 thumbnails stacked at 80px). Anchor a wishlist heart icon-circular (40px, bg
#f5f5f5, ink heart) at the top-right of the primary image. Below the image, the PDP product title in heading-xl ink (32/500), price in heading-lg, then the disclosure rows (‘View Product Details’, ‘Shipping & Returns’, ‘Reviews’) with 24px vertical padding and 1px hairline dividers.”
Iteration Guide
- Focus on ONE component at a time. Pull its tokens from the frontmatter and verify every property resolves to a concrete value.
- Reference component names and tokens directly (
button-primary, soft cloud#f5f5f5, radius 30) — do not paraphrase color names or radii in prose. - Default body to body-md (16/400); reach for body-strong (16/500) for product names and primary nav links; reserve display-campaign (96px Futura) strictly for hero campaign lockups.
- Keep ink (
#111111) scarce per viewport — if more than one solid-black pill or block appears in the same fold, neutralize one to button-secondary or button-outline-on-image. - When introducing a new component, ask whether it can be expressed with the existing pill + flat-card + photography-on-
#f5f5f5vocabulary before adding new tokens. The system’s strength is that it almost never needs new ones. - Add new variants as separate component entries (
-active,-disabled,-focused) — do not bury them inside prose. Nike’s pressed state (scale(0.5) opacity 0.5) is intentional and must be its own entry. - Run a contrast check on every text/bg pair — the system’s colors are designed for AAA on the brand pair and AA elsewhere.
- Test every interactive surface at 480px / 768px / 1024px / 1440px. Nike’s responsive cadence (3-up → 2-up → 1-up; 96px → 64px → 48px headline) is part of the system’s identity.
Drop nike into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add nike 2 · ship landing page
npx agentkit init --design nike dark fashion
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