One need only hear the title of the 'Nike Ugly' lookbook to know that it takes a very different approach to advertising than most apparel campaigns.
While most clothing and shoe companies aim to placate and woo their target market with flattery and promises of a happy days with their oh-so-wonderful product, this Nike lookbook makes it clear to its audience that running is not pretty. It makes a person sweaty, haggard and tired. These usually are not thought of as appealing qualities, yet Nike embraces them.
The lookbook features art from Tim Cairns, was written by Tim Green and typography and design from Niels Nolta. All their efforts combine to produce an bold and memorable promotion that actually appeals to what runners want: quality footwear designed to help them exert themselves and get ugly, so to speak.