Nike can be characterized as progressive. It wants to surprise the user and tickle its sense for imagination and beauty.
Nike can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
Nike can be characterized as lively. In terms of appearance, it seems to strike a balance between liveliness and modesty, and lends itself perfectly to be used individually as well as with others.
Nike can be characterized as tolerant. Its appearance casts a balance between bold and caring. It wants on the one hand enforce its design to the user and on the other meet its user’s needs.
Nike can be characterized as sensitive. Its appearance casts a balance between self awareness and dependance. In fact it must be able to meet solicited and unsolicited use needs.