CHALLENGE
As an extension of Nike’s global Vapormax 2020 campaign, the brief was to deliver Nike’s sustainability message to the city athlete, but more directly to the Footasylum consumer. Create a full service campaign for the Nike Vapormax 2020 that will educate and inform the consumer.

EXECUTION
There is an attitude vs behaviour gap when it came to the consumer. They are not yet willing to make sustainable choices regarding style, even though they are enthusiastic about making better choices. But forcing the message wasn’t going to do it any justice, we let the shoe do the talking. The Vapormax 2020 itself is modern, sustainable, accessible and environmental. We delivered a shoot where the full set was made from recycled fabrics. Key messaging about the Nike’s sustainability was then included across our rollout of assets that covered social, retail, e-commerce and digital platforms.

ROLES
Client: Nike / Footasylum
Creative & Art Direction: Mario Vaz / Tom Appleton
Production: Liv Johnson
Photography: Phill Splaine
Videography: Elliot Holbrow / Nick Georgiou
Styling: Alissa O’Malley
Retouching: Si Shirley
Models: Saffron / Fabio