In Greg Hoffman’s Instagram feed, a pair of pristine Air Jordans sits side by side with an abstract modernist sculpture; not far by, an Eames chair saddles up to a bottle of Yamazaki Whiskey, with Mount St. Helens in the background. When put through the lens of a designer who reveres sports, nature, travel, and design equally—even AstroTurf can exude elegance. Born in Tonka Bay and a graduate of MCAD, Greg Hoffman left Minnesota 25 years ago in his parents’ van to seek a design internship at Nike. Today he is chief marketing officer of the preeminent athletics brand, responsible for their brand design, digital and retail experiences, ads, and campaigns, working with designers and creative agencies around the world. He has overseen projects for the Olympics, FIFA World Cup, and NBA All-Star games. At its heart, Hoffman’s work revolves around the intersection of innovative design and compelling storytelling, and his work for Nike frequently highlights the exaggerated humanity inherent to the world of sports.