NIKE LAB | AMBUSH
In Yoon Ambush’s first collection with Nike, we aimed to create a collaboration that shined a new light on what it meant to be an athlete. For most people, an athlete is someone who performs physically in the playing arena. However, today, as sport and culture collide like never before, it may be time to expand our view of the athlete.
With this campaign, we wanted to show the lifetime of grinding behind the scenes that drove athletes in the spotlight. In this perspective-challenging collaboration, we revealed the hidden world of the creative game and creative athletes. In the work, we drew back the curtain on a roster of global, all-star creative talent (Ib Kamara, Robert Storey, Lauren Tsai, Adesuwa, Hart Leshkina and Mckenna Hellam) to show the physical and psychological hustle it takes to make it in the creative arena.
“We don’t get to share the backend of
how much we work. Like athletes, it’s not
achieved overnight. But we’re all running
toward our goal and share the same
motivation. That common point, whether
you do sports, or something creative is our
mentality: to practice, and work toward it,
step by step.”
