Visual ID System
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 design/communications 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 90s hip-hop legend Fat Joe. Everything we did — even the roller skating activation we concepted for Atlanta — was designed to come alive in social and make the stories around the shoes just as valuable as the colorways themselves.
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