Nike
A system of systems
As Nike’s digital footprint expanded, so did the complexity of its product ecosystem. With multiple teams, tools, and technologies working in parallel, the need for cohesion became increasingly urgent. Enter Podium — Nike’s design language system built to unify teams around a shared foundation of best-in-class design and engineering principles.
Podium exists to help teams move faster, with greater purpose. Less wheel reinvention. More clarity, creativity, and consistency — all in service of Nike’s mission to help athletes everywhere.
Building the foundation
At the heart of the system lies Podium Core — a layer of fundamental design elements and tokens intended to work holistically across platforms, experiences, and functions. It’s not just a toolkit — it’s a connective tissue designed to bring visual and technical alignment to Nike’s digital ecosystem.
Together with various teams at Nike, Kurppa Hosk was tasked with co-creating and driving the development of this foundation. That meant refining what existed, filling critical gaps, and introducing a unified design language that could scale across disciplines. From typography and color to grids, elevation, and data visualization, every element was reimagined for flexibility, expressiveness, and technical precision.
Jakob Smedhagen, Creative Director, Kurppa Hosk
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