Nike Be True
PORTO ROCHA• Date added
• Date added
BeTrue is an initiative by Nike that focuses on championing LGBTQIA+ athletes and creators. It is a platform that aims to amplify LGBTQIA+ voices within sports culture and promote inclusivity and self-representation.
New York-based design and branding agency PORTO ROCHA reimagined the Be True initiative in partnership with the Nike team as a more meaningful, collaborative platform — one that champions LGBTQIA+ athletes and creators year round.
Client
Nike
Year
2021
Creative Director
Leo Porto
Felipe Rocha
Designer
Leo Porto
Typefaces in Use
BeTrue is an initiative by Nike that focuses on championing LGBTQIA+ athletes and creators. It is a platform that aims to amplify LGBTQIA+ voices within sports culture and promote inclusivity and self-representation.
New York-based design and branding agency PORTO ROCHA reimagined the Be True initiative in partnership with the Nike team as a more meaningful, collaborative platform — one that champions LGBTQIA+ athletes and creators year round.
PORTO ROCHA transformed the 'Betrue' mark into a more declarative and less branded statement, which will be redesigned annually by a different LGBTQIA+ artist. This reaffirmed the campaign's original purpose and placed the creative power of the community front and centre. In addition, the wordmark was supported by a more inclusive colour gradient that conveyed the idea of 'proudly in motion', replacing the traditional Pride rainbow and reflecting the fluidity of contemporary queer identities.
"It was exciting to be working on a Pride project that wasn't just a campaign for one year, but an evergreen platform for ongoing support for Pride. We moved away from having a static flag with the traditional rainbow, opting for a more fluid and organic expression of queer identity. An incredible aspect about this identity is that it was designed to be redesigned every year, with contributions from new queer artists."
The approach to photography reflects the multifaceted nature of the LGBTQIA+ community. This is achieved through the juxtaposition of two different photographic techniques: One that is sharp and documentary, and another that is fluid and sensorial. Additionally, the platform features widely varied illustration styles from different collaborators, showcasing the diverse artistic output of the community.
The identity system by PORTO ROCHA serves as an ever-evolving platform that fosters localised collaborations and partnerships with LGBTQIA+ artists and athletes from around the world. The imagery produced for the relaunch of Be True is a culmination of these efforts, featuring commissioned photographers, writers, stylists, designers, illustrators, and other creators. Esteemed names such as Luke Gilford, Ohni Lisle, and Leandro Assis have come together with influential figures who are redefining sports culture today, including Bretman Rock, Shiho Shimoyamada, and Gia Parr, among others.
The new Be True platform by Nike centres on queer, global talent in all aspects, creating a powerful space for self-representation that evolves with the LGBTQIA+ community. The works of these artists have been showcased worldwide through numerous impactful touchpoints, including retail takeovers, installations, films, billboards, and experiential activations.
PORTO ROCHA
PORTO ROCHA is a New York-based design studio with a focus on developing creative and strategic work that engages deeply with the world we live in. Working closely with people and companies to craft branding systems, products and experiences, PORTO ROCHA seeks to provoke meaningful change through their work, from large-scale projects that reach significant audiences to socially and culturally-motivated initiatives.
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