John Hoke III

At Nike, he collaborated with Serena Williams for almost 20 years. Speaking about Williams for an article in the New York Times by fashion critic Vanessa Friedman, he said "on a scale of 1 to 10 of involvement with her clothes, she is a 10."[20] Under his leadership, Nike has also worked with designers such as Virgil Abloh,[21] Max Lamb, and Sebastian Wrong, the architect Greg Lynn,[22] artists including Tom Sachs and Travis Scott, and brands such as Jacquemus, Comme des Garçons, and Louis Vuitton.[23][24]

The largest building on Nike's Portland campus is the one million square foot Serena Williams Building[25] which features many references to the athlete's career and her long collaboration with Nike.[26] It was designed by Skylab Architecture,[27] and according to Hoke, involved important creative input from Williams herself.[28] Hoke's house, also designed in collaboration with Skylab Architecture,[29] appears in the Twilight move franchise.[30]

In an interview with Monocle magazine,[23] Hoke said: "Regeneration is going to be a huge part of design’s future, that means the constant reimagining of matter. How this shoe becomes a basketball, becomes a shirt, becomes a bag and goes back to being a shoe. We have that power, that control, as designers.”[31] Hoke has also spoken about Nike's "Move To Zero" design philosophy and the role that circular design, sustainability, and carbon footprint reduction will play in its design practice,[32][1] and has stated that "[o]ur role as a brand is to be very thoughtful about sport and our planet."[4] However, the "Move To Zero" initiative has been criticised for falling short of its stated goals.[33]

In 2023, Nike published a book titled "No Finish Line" that sets out the company's design vision for the future. The forward was written by Hoke, and it includes essays and writing by Geoff Manaugh and Sam Grawe.[34][35]