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Nike x Art Hoe Collective
I. SERVICES
Creative Direction
Campaign Strategy
Full Production
Copywriting
Print Design
II. BRIEF
For the launch of the Air Max 270 React Collection, Nike Los Angeles partnered with the Art Hoe Collective to design shoes inspired by their perspectives as artists.
III. SOLUTION
Nike LA came to us to bring their stories— the stories that inspired the shoes — to life through a campaign film and photoshoot. The campaign film premiered at a Nike LA x AHC event where zines and full-scale prints from the shoot were showcased.
ANTHEM
We collaborated with Sage Adams, Jheyda McGarrell, and Gabrielle Richardson to craft a three-minute documentary that spoke to how they have come into themselves as artists, and their take on the 270 React.
They didn’t see themselves reflected in art spaces, so they decided to be part of a movement that would change the landscape. Bringing together their curatorial and artistic talent, they used the power of social media to proclaim their mission — uplifting the work of fellow creatives of color. Together, they created an artistic movement that transcends across the nation. Watch as they rewrite the next chapter of the art scene from their home base in Los Angeles
THE COLLECTION
Collaboration. Originality. Inclusivity. The collection celebrates the artistic pulse of the city through a series of specially-designed, limited-edition Air Max 270 React sneakers and Club Fleece Hoodies. Inspired by each artist’s story —the Homegrown Angeleno, the NY Transplant, the Passionate Traveler —this collection Of Nike footwear and hoodies has been re-envisioned by a new generation of LA artists.
Jheyda McGarrel — THE HOMEGROWN
Photographer and multimedia artist Jheyda McGarrell creates work tinged with the nostalgia of her LA upbringing. Jheyda works to create a visual environment in which communities of color can embrace their opulence.
GABBY RICHARDSON — THE PASSIONATE TRAVELER
For multimedia artist and model Gabrielle Richardson, everything has the possibility of radicality. She works to fill in the gaps in the art world that leave out Black artists, curating the shows she didn’t see growing up.
Sage Adams — THE TRANSPLANT
New York-to-Los Angeles transplant Sage Adams wants you notice how people of color often lack representation in art and pop culture. A curator, speaker, and artist, Adams sees collaboration as a driving force — a spark to ignite the visions of Black artists living their fullest identities.
PHOTO
A portrait series was captured to showcase the shoe on AHC’s community of family and friends, in the streets and homes where they grew up.
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