Baseball had lost its edge. What once was America’s Favorite Pastime had become your uncle's favorite background noise for his afternoon naps. And in 2023, Nike set out to change that.

Our visual system behaves like a Diamond. It refracts and reflects the style, grace, and energy that the youth bring to the sport. Their game is filled with highlight plays and flashy handshakes, hard slides and nasty stuff, gold chains and diamond earrings. Doin Damage is an attitude on and off the diamond.

Our design system is a true extension of the raw expressions found in our streets, our athletes and our teams. Bringing aesthetics back to the field was part of our roadmap to increase play on the Diamond by showing the true colors of the game. Today, Doin Damage is not just visual and verbal grammar taking over the game, it’s a mirror to how youth are taking over the world. It’s a message that says “I’m playing my way and I won’t be stopped.”