After All, There's No Finish Line

“No Finish Line” is a new book that aims to invite, inspire and provoke the next generation of athletes to create a better world through design and sport.

Through exploratory, multilevel conversations on design and critical inputs to it ­­— such as sport research, technology and manufacturing — “No Finish Line” charts Nike’s 50 years of game-changing design and innovation in the service of athletes and sport and projects a vision for the next 50 years.

In addition to the foreword from Hoke, the book includes speculative fiction by journalist Geoff Manaugh and essays from Sam Grawe, the author of “Nike: Better Is Temporary.” The essays describe five major shifts design may undergo in the coming decades.

To arrive at these shifts, Grawe interviewed more than a dozen of Nike’s most inspiring designers, scientists, engineers, researchers and leaders, yielding unprecedented insights into Nike’s creative process.

The collective voices projected a future of design that evolves from product to platform, performance to promise, elite to everyone, sustainable to symbiotic, and static to sensorial.

“No Finish Line” is designed by Zak Group with custom illustrations by Bráulio Amado and synthesized imagery by PWR. Fluidly combining text and found imagery to create graphic-rich layouts and visual collages, the pocket-size paperback interprets the rich tradition of progressive bookmaking for a new era.