M35 partnered with Nike to define and position a new paradigm in performance: the mind. Nike Mind introduces a neuroscience based footwear platform designed to activate the sensory system and enhance focus, bridging the gap between physical preparation and mental readiness. Built on years of research inside the LeBron James Innovation Centre and Nike Sport Research Lab, the product rethinks how athletes prepare, recover and perform, using 22 independent foam nodes to stimulate mechanoreceptors underfoot and engage the brain’s sensory pathways.

Our M35's role was to develop a brand identity system and motion language that could hold both the rigour of science and the heightened focus of pre-game routine. Drawing on clinical grid systems and a Swiss medical vernacular, the identity establishes a structured foundation, one that signals precision, testing and scientific credibility. This is contrasted with more expressive, sensory-led layers influenced by tactility and altered perception, creating a system that shifts between control and release. Designed to scale, the graphic language flexes from light touch applications in OOH to more immersive, information dense moments across innovation storytelling, with motion playing a key role in bringing the system to life.