Nike’s Upcoming Book Release "No Finish Line" Inspires and Sets a Vision for the Next 50 Years

Image: Nike

New coffee table book alert. Nike continues to celebrate 50 iconic years of the brand with an upcoming book release called “No Finish Line”. The shoe giant takes a look back on 50 years of making athletes stronger, faster, and more dynamic with game-changing innovation and design, while setting the stage for the next generation of athletes. The new book sets a vision for the next 50 years by aiming to inspire and invite the next generation to “create a better world through design and sport.” 

“It’s been said that the best way to predict the future is to create it. At Nike, we wholeheartedly agree. For over 50 years, we’ve endeavored to create a better future for athletes. This compels us forward, always. When we say, ‘There is no finish line,’ it’s not a lazy reference to an unending grind or destination-less journey, but rather an expression of our belief in the limitless potential of sport — and design.”

— John Hoke, Chief Design Officer

With this opening forward from John Hoke, “No Finish Line” is set around a tone of Nike not letting up on who they are as a brand and company, but embracing the new that will come in the next decades. The book will also include speculative fiction by journalist Geoff Manaugh, and essays by author Sam Grawe, the author of “Nike: Better Is Temporary.”

In Grawe’s essays, he interviews more than a dozen of Nike’s top designers, scientists, engineers, researchers and leaders as he speaks to five major shifts shoe design and technology may undergo in the next decades. This collective projects how the future will evolve from “product to platform, performance to promise, elite to everyone, sustainable to symbiotic, and static to sensorial.”

Nike’s “No Finish Line” celebrates design not as an outcome, but as an endless journey as it goes into the next 50 years, and shapes the conversation into how we can build a better future by simply daring to create it. The new book will retail for $26 and will officially be released on February 14th.