Nike Air Foamposite One 'DMV'
Deliverables:
- Campaign Concepting
- Creative Direction
- Narrative Design
- Film Direction
- Production Oversight
- Experiential Design
Reintroduce the Nike Foamposite in a way that felt real to the DMV—grounded in culture, not nostalgia. The goal was to reframe the Foamposite as more than just a retro—it’s a symbol of identity, status, and pride for the region.
Objective
Reintroduce the Nike Foamposite in a way that felt real to the DMV—grounded in culture, not nostalgia. The goal was to reframe the Foamposite as more than just a retro—it’s a symbol of identity, status, and pride for the region.
Approach
- Developed a hyper-local narrative that spoke directly to D.C. street culture—where Foamposites were never just sneakers, they were statements.
- Directed the hero film and led all campaign stills, pulling visual cues from the city’s rhythm, color, and grit.
- Designed the in-store experience to feel like a cultural installation, not just a retail moment.
- Rolled out a full campaign ecosystem—digital, out-of-home, and experiential—to make sure the energy lived both online and in the streets.
Results
- Complete sellout at launch
- Reignited energy and cultural relevance around the Foamposite silhouette in the DMV
- Named Sneaker of the Year – Collaboration by Nice Kicks
- Sparked conversation not just about the shoe—but about the city's influence on sneaker culture at large
