Sport has always had the power to bring people together. But the reality is, access to it isn’t always equal. Recently, we’ve been noticing a shift, not just in messaging but in how brands are designing experiences that make sport feel more open, inclusive and accessible to all.
A great example is Merrell’s latest campaign 'It Starts Outside'. Where many outdoor brands lean into the idea of extreme adventure, scaling mountains, pushing limits, enduring severe weather conditions, Merrell takes a different approach: just go outside.
“Some go fast. Some go far. Some just go. We cover it all.”
It’s a simple line, but a very powerful one. The campaign reframes the outdoors as something for everyone, not just the ultra-fit or ultra-prepared. From a design perspective, that clarity carries throughout. We see bold, confident typography paired with imagery that feels real and accessible, nothing too complex, overworked or intimidating. Just an open invitation.
That same thinking shows up in a very different form in Nike’s recent modular football pitch. Originally created for the All Conditions Cup in collaboration with Nike ACG and Inter Milan, the system can be assembled almost anywhere, allowing unexpected spaces to be transformed into places to play.
What makes it interesting isn’t just the flexibility of the design, but the intent behind it. The pitch can be adapted for other sports too, from tennis to volleyball, opening up opportunities in locations that wouldn’t traditionally host them. Beyond the clever design and captivating bright orange accents, what we love most is the idea of making sport accessible anywhere. That value resonates strongly with us, especially since we are working with the Homeless World Cup team. Sport has an incredible ability to bring people together, and we truly believe everyone, everywhere should have access to it.
Whether it’s a campaign that redefines who the outdoors is for or a product that brings sport into new spaces, the principle is the same: design should lower barriers, not raise them. Because sport, at its best, is for everyone.
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