What on Earth is Nike doing with its wild new branding?

Nike Just Do it with changing D typography
(Image credit: Nike)

'Just Do it' is one of the best-known brand taglines around. It's been serving Nike since 1988, and it's just as recognisable as its swoosh logo, one of the most famous textless logos. Many would say it didn't need any other intervention, which has left people perplexed as to why Nike appears to have jumped on a recent typography trend.

People have been commenting on social media to ask why the brand placed a couple of apparently random gothic Blackadder-style letters on a post featuring Spanish tennis star and current men's singles number one Carlos Alcaraz. But it's not the one advert. Nike has been changing up the 'D' in several recent adverts.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.