Brief Explanation

The theme was one of absolute superiority, where it wasn't enough for Thai boxers to simply win; they had to knockout their opponents to prove their skill to the world. Thus, the concept "Teach the world the Ten Count" was born.

The Brief

Nike Thailand sponsored the Thai national boxing team during the 2008 Olympics. It is the only sport in which Thais have regularly brought home an Olympic Gold. A campaign was launched to generate support for the national team, and goodwill towards the Nike brand.

How the final design was conceived

Designing a new font for the traditional Thai numbers 1 to 10. Inspired by the works of great Thai artists, each number embodies the characteristic of a vicious animal in an aggressive posture.

Indication of how successful the outcome was in the market

The use of expressive and powerful brush-strokes captures the grace and power of a Thai boxer as he attempts to put his opponent down for the Ten Count.