Europe runs on manual workers.
Over 100 million of them, in warehouses, on construction sites, in factories. They keep cities moving, but their movement is never counted as movement.
And it leaves a mark. Musculoskeletal disorders are the leading cause of work disability in Europe, behind 60% of permanent work incapacity. The same joints, the same load, day after day,
long before anyone notices.
For 45 years Nike has engineered impact protection for athletes. For the bodies that absorb the most impact of all, there was nothing.
So we build it for them. A campaign that finally counts their movement: Traces of Work.
The same visible Air cushioning Nike makes for athletes, now on a boot for the bodies that take the most impact of all.
A limited Nike Work edition of the Air Max Goadome, finished for the people who stand, lift and carry for a living. In partnership with EU-OSHA, the European Agency for Safety and Health at Work, a share of every pair funds research into work-related musculoskeletal disorders and how to prevent them.
The campaign records the work no one counts. Each worker's route across a single shift, captured top-down as one precise line. A steelworker's path between furnaces. A docker's route across the port. A contractor's lines across a site.
A trace map of a day that looked like standing still.
These traces become the visual language of the edition: out-of-home and prints.
Self-initiated concept. Not a produced Nike campaign. Every job leaves a trace.