Amanda Pickens
Hero design featuring a Nike Pegasus 40 sneaker in white with USC cardinal and gold accents, layered over the Los Angeles Memorial Coliseum with bold typography reading “Return Ready Reclaim.”

USC × Nike
Client

University of Southern California (in-house)
Role

Creative Lead/Art Director
Credits
Creative Direction: Jesse Wu
Photography: Crystal Munoz 
Copywriting: Sarah Fuhrmeister
Marketing: Scott Archambault

As USC’s official athletic partner, Nike plays a significant role in representing the school’s athletic identity. For the 2023 football season, following a strong performance and Caleb Williams’ Heisman Trophy win, we developed a campaign that embodied confidence and optimism, reflecting the excitement surrounding the team. Leveraging words starting with “re,” the campaign not only celebrated the return of Trojan football but also the relaunch of Nike’s fall apparel collection.

As Creative Lead, I played a pivotal role in developing the campaign strategy, directing photoshoots, and bringing the creative vision to life across multiple platforms. I executed the campaign through email marketing, social media, and on-campus signage, ensuring a cohesive and impactful presence that resonated with our fans.

Ad Campaign / Photo Art Direction / Out of Home / Social
Poster design featuring the phrase “Return Ready Reclaim” alongside USC fans wearing Nike gear—including the Caleb Williams football jersey—seated in the Coliseum’s cardinal-red stands.
Animated poster with large yellow “RECLAIM,” close-up of Pegasus 40 laces and TROJANS webbing, stacked posters over a running track.
Nike USC Pegasus 40 Instagram Story campaign design with sneakers, bold yellow “Restart, Replay, Restocked” typography, and track-inspired graphics, directed by Amanda Pickens.
Nike USC Pegasus 40 Instagram post design with sneakers in cardinal and gold, layered detail shots, and “Restart, Replay, Restocked” campaign messaging, designed by Amanda Pickens.
Woman wearing a USC Nike football jersey and sneakers, seated in stadium stands for campaign photography.
USC student wearing a red USC Nike #1 football jersey with yellow accents, standing at the LA Coliseum where the Trojans play.
Outdoor billboard showcasing Nike’s USC football campaign with Caleb Williams jersey and game date announcement.
Instagram Story design by Amanda Pickens promoting the Nike Caleb Williams USC football jersey with a bold social campaign aesthetic.
Side-by-side campaign image: left, a woman wearing the red USC Nike #13 jersey seated among Coliseum seats; right, a man facing away in a Williams #13 jersey with rows of red seats in the background.
Instagram Story layout with three vertical panels on a textured black background showing USC Nike Caleb Williams #13 jerseys in red stadium seats at the LA Coliseum, with the headline “Return Refresh Reign.”
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© Amanda Pickens 2025
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