After All, There is No Finish Line

No Finish Line is Nike’s design vision for the next 50 years.

Through exploratory, multilevel conversations encompassing both design and critical inputs to it—like sport research, technology and manufacturing—this research project celebrates 50 years of game-changing design and innovation in the service of athletes and sport.

Includes a foreword by Nike’s Chief Design Officer and speculative fictions by Geoff Manaugh, along with essays by Sam Grawe (author of 2021's Nike: Better is Temporary) describing five major shifts design may undergo in the coming decades as it evolves from product to platform, and beyond.

“It’s been said that the best way to predict the future is to create it. At Nike, we wholeheartedly agree. For over 50 years, we’ve endeavored to create a better future for athletes. This compels us forward, always. When we say, ‘There is no finish line,’ it’s not a lazy reference to an unending grind or destination-less journey, but rather an expression of our belief in the limitless potential of sport—and design.” —John Hoke, Nike's Chief Design Officer

With illustrations by Bráulio Amado

Edited by Sara Jhanjee, Sam Grawe, Jay Paavonpera, and Nick Schonberger
Designed by ZAK Group, 2023

Published by Actual Source Books, 2022

Softcover, 192 pages, b&w,

ISBN: 979-8-98-726480-5