Overview
Martin Lotti, Chief Design Officer at Nike, described his approach to design, characterizing a good designer as primarily a good listener. Lotti, who has overseen Nike's creative vision for close to thirty years and is responsible for consumer-facing brand initiatives, detailed five specific projects that embody his design philosophy. He has also been confirmed as a judge for the Dezeen Awards 2026, an announcement that coincides with the commencement of the 2026 World Cup.
Research Context
The discussion with Dezeen centered on Lotti's perspective as Nike's chief design officer. His tenure at Nike spans nearly three decades, during which he has held responsibility for the brand's consumer-facing design strategies. The interview aimed to distill his extensive experience into key principles, specifically through the lens of concrete projects.
Approach
The approach involved Lotti identifying and discussing five key projects that he believes best represent his methodology and philosophy in design. This selection served as a framework to articulate his understanding of effective design practice, particularly his emphasis on listening. The context for this discussion was framed by his role as a newly appointed judge for the Dezeen Awards 2026 and the timing of the 2026 World Cup.
Findings
- A core tenet of Lotti's design philosophy is encapsulated in his statement: "A good designer is a good listener first."
- Lotti has been responsible for Nike's creative vision for nearly three decades.
- His responsibilities include the consumer-facing brand.
- Five specific projects were highlighted by Lotti as exemplifying his design approach.
- Lotti has joined the panel of judges for the Dezeen Awards 2026.
- The 2026 World Cup is kicking off.