Anthony Costa sports branding

Anthony Costa

Sports Identity & Design

Hot Lava

February 1, 2015
Nike Agassi Challenge Court shirt

Nike’s Aussie Open outfits have been a trip back to the 90s. Black socks, crackly graphic prints and a neon colour cocktail. It’s been a welcome disruption to the dull uniformity of brands like Uni Qlo and the surprisingly understated Under Armor.

Of course it all began with Agassi. Nike ran wild with his outsider attire, echoing McEnroe’s rebel yell and turning it up to eleven. It was an abrasive visual jumble, blistering with cocksure street-hustle charisma. Skate graphic splatters, cut-off denim shorts, aggressive Air Tech Challenge sneakers with bright pink Hot Lava pops. All topped off with a ponytail toupee.

Here’s a vintage 90s Agassi polo shirt from my toy box. It may seem over the top, but it represents the genius of Nike: a brand that knows how to pull the trigger and take outlandish creative risks.

Legendary poster artist Raymond Savignac spoke of the need for advertising to be a “visual scandal”. Nike are the masters of it.

Nike Air Tech ChallengeNike Agassi tennisAgassi printAgassi Nike shirtAgassi tennis ballNike hot lava

Anthony Costa

Anthony Costa is a designer specialising in sports branding. Anthony has appeared on Fox Sports News , 1116 SEN, ABC Radio and is an Australian Sports Commission Media Awards finalist. His work has been featured in The Age, The Australian, The Daily Telegraph and Sports Business Insider Australia.

Follow @CostaSports


Free email updates

Chalkline Designs

Gameday graphics & sports logo design blog

Sportsbiz... Soviet style
Melbourne United: Is the Rebrand Working?
1966 Missouri football program by Amadee
The name of the game: why A.F.L. is not O.K.