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Tack Press Limited
7 Ability Plaza
Arbutus Street
London
E8 4DT
+44 (0)20 7249 1155


Chris Jones
Commercial Director

chris@tack-press.com

Liz Jones
Project Manager

elizabeth@tack-press.com

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Get in touch

Tack Press Limited
7 Ability Plaza
Arbutus Street
London
E8 4DT
+44 (0)20 7249 1155

Chris Jones
Commercial Director

chris@tack-press.com

Liz Jones
Project Manager

elizabeth@tack-press.com

Nike

Ever since the 1930s, the varsity jacket has been one of the staples of US college dugouts. So when Nike launched its first range of varsity-inspired Destroyer jackets in 2009, it turned to Tack Studio to create a unique series of campaign images conveying the history and provenance of this enduring garment.

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Tack Studio’s images were devised to take Nike’s audience on a complete tour of the varsity jacket’s history, as well as introducing the full range of different styles in the Destroyer collection.

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Each image reflected a different decade from the 1930s up to the present day, with models and locations carefully styled to reflect this. The effect was finished by processing each image individually to capture the different photographic styles of each decade.

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The first varsity jackets were based on military jackets with cinched in fabric waistbands, and designed to keep college baseball teams warm while they waited in the dugout. But the large letters traditionally sewn onto the breast of the jacket – which gave the varsity its alternative name of a letterman – go back even further than the 1930s. Starting in the 1860s, US colleges had always rewarded their best players with letters to sew onto their sweaters.

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Tack Studio’s Nike campaign imagery was a love letter to the varsity jacket’s illustrious history, as well as a celebration of its future in the Nike Destroyer range.