New York Post headlines. Bodega sandwiches on a Sunday morning. Knowing glances between commuters when something suspect is going down on the subway. Living in New York City is defined by certain shared experiences and impressions.
So when Nike NYC enlisted Abbr. Projects to deliver language and design for a capsule collection titled “NYC Tourist” celebrating the city and its unique athletic culture, we drew on common (but easily overlooked) symbols of our singular metropolis.
Narrowing an extensive set of concepts to a select few worthy of the greatest city and sportswear brand on earth, the clothing we created appeared at Nike stores in New York in 2020.
Reviewing test prints