FOOTLOCKER x NIKE AirMax DAY

For Air Max Day, we wanted to honor streetwear's true originators: Black and Latinx women. Despite building the culture, these women are often seen as participants rather than pioneers. To put the spotlight back on the originators, we partnered with undiscovered Black and Latinx creators to develop content by, for and with Black and Latinx women. Ensuring their voices led the narrative.

The impact went beyond metrics. We launched careers, connected creators with industry opportunities, and gave long-overdue recognition to streetwear's pioneers. On Air Max Day, the response was overwhelming: 360K organic views, 239K engagements.
All without a dollar of paid media. The culture showed up.

Agency Team: NYC Collective: Miami Collective:
CD: Dan Rozier Musician/model: Kaiya Nyasha Musician/model: Abby Jahaira
ACD: Haye Anderson Photographer: Sage East Photographer: Celia D. Luna
AD: Josiel Correa Stylist: Desiree Guery Stylist: Lina Palacios
Copywriter: Anna Leone DP: Agustina Biasutto DP: Moriah King
Designers: Kiery West & Gray Kent