Nike’s Women’s Marketplace Unit is a dedicated retail account team that serves female consumers, recognizing their influence in shaping trends, making purchasing decisions, and fostering community connections. Women are often the trendsetters among their peers, the decision-makers for their households, and active participants in various facets of life. Understanding this, Nike sought to develop a visual identity that embodies the strength, versatility, and elegance of its target audience. The goal was to create a logo that is both powerful and soft—one that reflects the balance of resilience and grace that defines the modern woman. The design needed to incorporate the iconic Nike Swoosh while maintaining a color palette that was dynamic and flexible, avoiding stereotypically feminine hues while still resonating with women’s diverse lifestyles.

To achieve this vision, the gemstone shape was selected as a symbol of the many facets that make up a woman’s life—her ambitions, roles, and ever-evolving journey. The emerald green color was chosen for its rarity and beauty, representing strength and distinction, while yellow was introduced to complement the palette with a nod to Nike’s energetic and performance-driven identity. This combination creates a visual identity that is both aspirational and grounded, aligning with Nike’s mission to empower women through sport, style, and self-expression. By embracing a design that is both bold and nuanced, the Women’s Marketplace Unit establishes a strong yet adaptable presence, reinforcing Nike’s commitment to celebrating the power and individuality of women.