Publication documenting the work of legendary Nike designer Tinker Hatfield.
This project celebrates the work of the legendary Nike designer. The book explores Hatfield’s design thinking behind some of Nike’s most iconic designs including the Air Max 1, Air Jordan III and the Nike MAG from 1989’s Back to the Future Part 2.
It is often said in this digital era that print is dead. However, having seen the workings of design agencies and studios in Glasgow, it is clear that they still use print as a way of communicating ideas and solutions to design problems. Currently the UK is the world’s fifth largest producer of printed products with a turnover of £13.8 billion in 2016.
I expressed an interest in creating a short coffee table book on the work of Nike shoe designer Tinker Hatfield. Having had a huge impact on the success of Nike I was confused as to why he has not been celebrated as much, similar to the way Apple celebrates its designers, especially the likes of Jonny Ive.
Tinker once said: “For me as a designer the goal is not to be self-expressive, the goal is to solve a problem.” When I first herd this I immediately understood the role of the designer. We’re problem solvers.
*DISCLAIMER* This work was created for assessment purposes only and is no way affiliated with NIKE Inc.