NIKE
LÉON SCHÄFER

Léon Schäfer is a German para-athlete who specialises in sprints, high and long jumps, and one of the protagonists in Nike’s biggest local brand campaign — “du tust es nie nur für dich” (you never just do it for yourself).

I was responsible for executing a clear and consistent creative vision for the campaign as well as collaborating with the agency during the post-production process.

In collaboration with the Modest Department agency and Nike’s Berlin digital team, I created a visual concept anchored in red, due to the colour’s associations with passion and invigorating power.

For the shoot, we set up one studio space with track marks and dramatic lighting, which hinted at Schäfer’s athleticism, while another felt more inviting.

The mix of two settings highlighted Leon’s role both as an individual athlete and as someone who’s part of a wider community, so that we could tell his story in a visually arresting way.