NIKE LAB | MARTINE ROSE
In Martine Rose’s first collection for Nike, we aimed to create probably the best collaboration in the world. Using Martine’s unique approach to design as amuse, it was important we told a story that held true to the product and Martine’s approach. With a collection that featured a series of retro tracksuits and the iconic Nike Monarch, Martine set to create a collection that distorted the ordinary. Using an exploration of athletic proportions, Martine flipped the script on conventional streetwear. Inspired by the youthful attitude of London street and sportswear, our work looked to celebrate the everyday people who bring their style to life.
Just like Martine, looked to flip the script with her collection, we looked to flip the script with how we told the story of her collection. Instead of relying on a boisterous campaign, we decided to make the ordinary, extraordinary by putting the product in the hands of Martine’s fans to seed the product to the world on one of the world’s most ordinary marketplaces, Craigslist. Each Martine fan was given the product and created a Craigslist post where the product would be available first for purchase. With this approach, we were able to celebrate the everyday people this collection was made for and connect to our audience in a truly unexpected way.
Tesfa selling his Nike x Martine Rose on Craigslist
A$AP EVA in the Nike x Martine Rose Collection
