THE PROBLEM

The TN was turning 25! A sneaker woven into UK street culture. Nike needed to honour that legacy without it feeling like a museum piece. The brief required beating other agencies in a competitive pitch.
 

THE THINKING

The TN's power isn't the shoe, it's what it represents: community, identity, belonging. I built the campaign around that truth, winning the brief and transforming a Foot Locker store into a live cultural event — music, talent and community as the architecture.
 

THE IMPACT

500+ people showed up. 70+ pieces of content created in a single day. The campaign was later recognised as Nike's best globally that year not just in the UK. The world.