Nike came to Incubate to request our help in developing new sales and marketing materials for the freshly launched Nike Trail Running brand. What came with the launch was a new line of running footwear and apparel that proved to be as tough and durable as the types of athletes that were to wear them. To share the story of the incredible feats that these athletes endure and to exhibit Nike’s rich history with the off-road, Incubate embraced the raw and adventurous spirit of the trail. We descended into the world of mileage markers, topographic maps and elevations profiles that would make your hair stand on end, and climbed back out with a newfound appreciation for the unforgiving and unrelenting terrain that these athletes take on. The 25 page guidebook highlights these radical athletes and the tools of their trade, all compacted into a field journal-style book accompanied by a fold-out poster and held together by an integrated sleeve, because hey, even we couldn’t contain all that’s bad-ass about these runners into one single booklet.