Nike Cinco de Mile
Every year Nike sponsors the Cinco de Mile, a "fun run" which raises money for the Los Angeles Unified School District. In 2005, Nike asked Method to create a press kit for the event. The challenge: to create compelling, culturally relevant publication that conveyed the essence and energy of the event and which communicated the benefits it brought to the Hispanic community in L.A.
Method combed through thousands of photographs, both professional and amateur, from previous Cinco de Mile events to pull together a library of images focusing on the people at the event. The idea was to focus more directly on those who were the beneficiaries of the fundraiser. The final press kit took the form of an award-winning book and CD-ROM that utilized a large format to present the event at a human scale. Text content in the book was hand-written, and the numeral 5 hand-painted on each cover emphasizing the human focus. Nike's brand presence was strong, but appropriately subtle; in deference to the event, Nike's name and famous mark was visible only on the clothing in the photographs. In keeping with the spirit of Cinco de Mile, the design celebrated the people and the participation in the sport.
The work was recognized by Step Inside Design 100 Awards 2006, the Graphis Design Annual 2006, and the How International Design Awards 2007.
