The book is a landmark publication by Phaidon that provides an unprecedented, behind-the-scenes look into Nike's design philosophy. It explores the company's transformation from a rebellious upstart to a global phenomenon. The book juxtaposes industry-defining innovations and globally recognized products with previously unpublished designs, prototypes, and insider stories. It is a guide to innovation and inspiration, with five chapters focusing on performance, brand expression, collaboration, inclusive design, and sustainability.