<!-- Generated by ExtractVibe — https://extractvibe.com/brand/nike.com -->
<!-- Extracted: 2026-05-03T16:56:22.459Z | Schema: v1 | Quality: 90/100 -->
---
version: alpha
name: "Nike"
description: "Nike embodies a high-energy, action-oriented ethos that merges athletic performance with modern minimalism. The brand voice is direct and imperative, stripping away fluff to focus on the raw emotion of sport and self-improvement. Visually, it balances stark, functional utility with bold, impactful imagery to inspire immediate engagement."
colors:
  primary: "#111111"
  tertiary: "#ffabad"
  neutral: "#707072"
  surface: "#ffffff"
  on-surface: "#111111"
  on-surface-secondary: "#707072"
  border: "#e4e1fc"
  link: "#111111"
typography:
  display-lg:
    fontFamily: "Helvetica Now Display Medium"
    fontSize: "24px"
    fontWeight: "500"
    lineHeight: "28.8px"
  headline-lg:
    fontFamily: "Nike Futura ND"
    fontSize: "76px"
    fontWeight: "500"
    lineHeight: "68.4px"
  headline-md:
    fontFamily: "Nike Futura ND"
    fontSize: "76px"
    fontWeight: "500"
    lineHeight: "68.4px"
  headline-sm:
    fontFamily: "Helvetica Now Text"
    fontSize: "16px"
    fontWeight: "500"
    lineHeight: "28px"
  body-md:
    fontFamily: "Helvetica Now Text"
    fontSize: "16px"
    fontWeight: "400"
    lineHeight: "28px"
rounded:
  sm: "24px"
  lg: "30px"
  full: "9999px"
spacing:
  base: "2px"
  xs: "1px"
  sm: "2px"
  md: "4px"
  lg: "6px"
  xl: "8px"
components:
  button-secondary:
    backgroundColor: "#ffffff"
    textColor: "#111111"
    rounded: "0px"
    padding: "0px 10px"
    fontSize: "14px"
    fontWeight: "500"
    borderColor: "#111111"
  button-outline:
    textColor: "#111111"
    rounded: "0px"
    padding: "0px"
    fontSize: "16px"
    fontWeight: "500"
    borderColor: "#111111"
    borderWidth: "0px 0px 2px"
---

# Nike — Design System

## Overview

Nike's design system embodies the Hero and Outlaw archetypes, manifesting a high-energy, action-oriented aesthetic. It aligns with the functional elegance of brands like Adidas, Under Armour, and Apple, while maintaining a distinct athletic edge. The visual language is direct and imperative, mirroring the brand's voice by stripping away unnecessary ornamentation to emphasize performance and self-improvement. It leverages stark, high-contrast elements to create immediate engagement and inspire action. This is not a design system for subtlety or introspection; it is built for impact, speed, and unwavering confidence. It rejects decorative excess and whimsical flourishes, prioritizing utility and bold communication. Every design decision reinforces a narrative of achievement and relentless forward motion, targeting users who are driven by ambition and demand excellence.

**Key characteristics:**

- Vibe — athletic, minimalist, bold, action-oriented, modern, high-contrast
- Archetypes — The Hero, The Outlaw
- Comparable to — Adidas, Under Armour, Apple, Gymshark
- Design era — contemporary-minimal
- Emotional tone — empowering-direct
- Target audience — Athletes, fitness enthusiasts, and lifestyle consumers seeking performance and status, ranging from professional competitors to casual weekend warriors.
- Visual energy — 9/10 (high-energy/bold)

## Colors

The color palette is intentionally minimalist, centered on a dominant primary black (#111111) and a stark white (#ffffff) surface. This high-contrast pairing is fundamental to Nike's bold, modern, and action-oriented identity. It signals strength, focus, and an uncompromising commitment to performance, mirroring the directness of athletic competition. The absence of a broad color spectrum ensures visual clarity and prevents distraction, reinforcing the brand's functional utility.

### Light mode

| Role | Hex | Name |
|------|-----|------|
| primary | `#111111` | Near-Black |
| accent / tertiary | `#ffabad` | Light Pink |
| background | `#ffffff` | White |
| text | `#111111` | Near-Black |
| secondary text | `#707072` | Dim Gray |
| border | `#e4e1fc` | Lavender |
| link | `#111111` | Near-Black |
| muted | `#707072` | Dim Gray |

## Typography

The typographic system utilizes Helvetica Now Text and Helvetica Now Display Medium for core content, complemented by Nike Futura ND for specific branding elements. This selection prioritizes legibility, modernity, and a clean, athletic aesthetic. Helvetica Now provides a robust, versatile foundation, while Nike Futura ND injects a distinctive brand signature. Hierarchy is established through weight and size, ensuring immediate comprehension and guiding the user's eye with precision. The type system communicates authority, efficiency, and a forward-thinking attitude, aligning with Nike's imperative and confident brand voice.

### Font families

| Family | Role | Source | Weights |
|--------|------|--------|---------|
| Helvetica Now Text | body | self-hosted | 400 |
| Helvetica Now Display Medium | heading | self-hosted | 500 |
| Nike Futura ND | heading | self-hosted | 500 |
| Helvetica Now Text | heading | self-hosted | 500 |
| Helvetica Now Text Medium | body | self-hosted | 500 |

### Type scale

| Role | Family | Size | Weight | Line height | Letter spacing |
|------|--------|------|--------|-------------|----------------|
| Display | Helvetica Now Display Medium | 24px | 500 | 28.8px | — |
| Heading 2 | Nike Futura ND | 76px | 500 | 68.4px | — |
| Heading 3 | Nike Futura ND | 76px | 500 | 68.4px | — |
| Heading 4 | Helvetica Now Text | 16px | 500 | 28px | — |
| Body | Helvetica Now Text | 16px | 400 | 28px | — |

### Conventions

- Heading case — sentence-case
- Body line-height — 28px

## Layout

- Base spacing unit — `2px`

## Shapes

Border-radius scale:

- `sm` — 24px
- `lg` — 30px
- `full` — 9999px (pill / circular)

## Components

### Buttons

**Secondary**

- Background — `#ffffff`
- Text — `#111111`
- Radius — `0px`
- Padding — `0px 10px`
- Font size — `14px`
- Font weight — `500`
- Border — ` solid #111111`
- Sample copy — "Skip to main content"

**Outline**

- Text — `#111111`
- Radius — `0px`
- Padding — `0px`
- Font size — `16px`
- Font weight — `500`
- Border — `0px 0px 2px solid #111111`
- Sample copy — "Men"

## Do's and Don'ts

### Do

- Use Helvetica Now Display Medium (500) or Nike Futura ND (500) for all headings, strictly in sentence-case.
- Use Helvetica Now Text (400 or 500) for body copy, maintaining a fixed line-height of 28px for readability.
- Style primary buttons with a solid #111111 background and white text, using 0px border-radius for sharp, aggressive corners.
- Style secondary/outline buttons with a #ffffff background, #111111 text, and a 1px #111111 border, maintaining 0px border-radius.
- Apply a strict flat design aesthetic: absolutely no box-shadows, gradients, or depth effects on any UI element.
- Utilize the primary color #111111 for all text and borders, ensuring high contrast against the #ffffff background.
- Keep copy concise and punchy, using short imperative commands or noun phrases (e.g., 'Just Do It') without emojis or exclamations.
- Use the accent color #ffabad sparingly for highlights or specific interactive states, but do not let it dominate the monochrome palette.

### Don't

- Do not use title case for headings; always use sentence-case to maintain a modern, editorial tone.
- Do not use serif fonts; the brand is exclusively sans-serif (Helvetica/Nike Futura families).
- Do not apply any box-shadows or drop-shadows to buttons, cards, or navigation elements.
- Do not use gradients or translucent backgrounds; all surfaces must be solid colors.
- Do not use emojis, exclamation marks, or playful punctuation in marketing copy.
- Do not use rounded corners (border-radius > 0px) for buttons or primary UI containers; keep them sharp (0px).
- Do not use complex jargon; keep vocabulary simple and accessible to a global audience.
- Do not use the accent color #ffabad as a primary background for large sections; reserve it for small accents.

*Source — inferred*

## Voice

### Tone (1–10 scale)

| Axis | Score | Lean |
|------|-------|------|
| Formal ↔ Casual | 4/10 | formal |
| Playful ↔ Serious | 3/10 | playful |
| Enthusiastic ↔ Matter-of-fact | 8/10 | matter-of-fact |
| Respectful ↔ Irreverent | 6/10 | balanced |
| Technical ↔ Accessible | 5/10 | balanced |

### Copywriting style

- Avg. sentence length — 4 words
- Vocabulary — simple
- Jargon — some
- CTA style — short, punchy noun phrases or imperative commands
- Rhetorical devices — metaphor, juxtaposition, alliteration

### Sample copy

> SAME WORKHORSE. NEW WINGS.

> Creature Comfort

> The A'JA WILSON SHOW

> Game On

> All-Terrain Horsepower

## Logos

| Type | Variant | Format | URL | Confidence |
|------|---------|--------|-----|------------|
| primary | — | svg | [link](https://img.loadlogo.com/nike.com) | 100% |
| primary | — | svg | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-svg-7.svg) | 84% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-6.png) | 74% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-5.png) | 74% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-4.png) | 74% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-3.png) | 74% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-1.png) | 66% |
| favicon | — | png | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-2.png) | 62% |
| favicon | — | ico | [link](https://extractvibe.com/api/assets/brands/nike.com/logo-0.ico) | 62% |

## Sources

- Live brand page — https://extractvibe.com/brand/nike.com
- Raw JSON — https://extractvibe.com/api/brand/nike.com
- DESIGN.md (this file) — https://extractvibe.com/api/brand/nike.com/design.md
- Extracted — 2026-05-03T16:56:22.459Z
- Generator — ExtractVibe vv1
- Quality score — 90/100