Community inclusion is crucial within a retail environment, and it’s a key strategy in the partnership between Nike and Sports Direct.

The brief was to commission London artists to create a series of artworks for Nike’s training category that’s inspired by local communities and celebrates sport in the context of London’s famed diversity and inclusivity. The resulting work will be used for eye-catching and branded wayfinding in the Nike section of the Sports Direct flagship store on London’s Oxford Street.

This illustration was created by the artist Billie J. The slogan ‘Just Do it’ is synonymous with Nike. But Billie J added an authentic London flavour to it by filling each letter with pen and ink illustrations of London’s famous landmarks and linking them to various training activities.

For example, the London Eye becomes a basketball hoop, the river Thames flows from a water bottle, and Abbey Road is a track with four sprinters on it instead of The Beatles.

But for those who are true Londoners there are more subtle references, such as a man wearing a jacket with ‘Ones and Twos’ written on the back, which is cockney rhyming slang for shoes.

The overall effect is an artwork that is inspired by a multitude of London’s communities and ethnicities.