NIKE/City Gear
Industry
Television
Category
Media
Creativity That Resonates
When Nike and City Gear/Hibbett Sports teamed up to celebrate the 40th anniversary of the Air Force 1 sneaker, developing a platform that made sense for both brands was a refreshing challenge. Fresh Off The Block allowed my team of creatives to position City Gear as the go-to retailer for trendsetters and sneakerheads with Nike as the key driver. We returned to the block to find fresh stories of neighborhood tastemakers who always put on for their city.
When Nike and City Gear/Hibbet Sports teamed up to celebrate the 40th anniversary of the Air Force 1 sneaker, developing a platform that made sense for both brands was a refreshing challenge. Fresh Off The Block allowed me to position City Gear as the go-to retailer for trendsetters and sneakerheads with Nike as the key driver. I returned to the block to find stories that resonated with neighborhood tastemakers and the community response was tremendous.
Fresh Off the Block: Memphis
Word Off the Block
I've had the privilege of presenting to different brands, teaching their in-house creatives about producing culturally resonant work. I'm often asked the same questions. "As a creative, how do I know my work will resonate culturally? How do I find authentic stories that connect with the brand in ways that make sense, and relate them honestly?" There's never a simple answer, but working with Nike and City Gear allowed me to practice what I preach and map cultural resonance from concept to execution to community response.
