Nike x Footlocker
The sneaker drop has become an aggressive and exclusive game. But Nike wanted to make sure there was something for everyone. So, for the first time in 10 years, Nike and Foot Locker teamed up to drop a line of 90s inspired Air Max. We created an integrated system that aimed to weave the culture of the 90s into sneakerhead culture of today. Our campaign featured Instagram celebrities and up-and-coming athletes alongside hip-hop legend Fat Joe. Everything we did was designed to come alive in social and make the stories around the shoes just as valuable as the color-ways.
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For the shoe launches we paid homage to the decade the shoes were designed in. The glorious 90s. We made a taxi cab that would take you to Footlocker for free. The only catch was if you couldn’t flow to classic 90s hip hop songs you had to get out. Successful participants got a free pair of the shoes as well as some quality time with Fat Joe.
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We leveraged a ton of nostalgia and fun animation to set the overall tone. Using old school computer graphics and pixelation to lean into that 90s feeling. It was important to tie everything to the original inspiration for the shoes such as the ribcage and ripples in water.
Creative Directed by Ben Barney & Pocket Fluet
Creative & Design by Me
3D & Animation by Chloe Karayiannis