For Super Bowl LIV, we developed an early visual direction for Nike releases that leaned hard into Miami’s unique football culture—electric, sun-soaked, and unapologetically loud. The system evolved a retro spirit through gestural, hand-driven typography and the bold gradient heat of the Miami sunset, creating something that felt both familiar and freshly local.

We pushed the world further by pulling from ’90s-era football aesthetics—when Miami stamped itself onto the map—and reframing that era with modern finish. Metallic textures inspired by South Florida’s turnover chain and the Heisman trophy introduced a chromed-out layer to the language, including solarized athlete treatments and iconography built from hyperlocal storytelling details.