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.” 

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.