Every brand was chasing the Y2K retro trend. We took Nike somewhere else. Back to the roots of innovation, when running tech was built for speed and ended up as everyday comfort.
The brief was to reclaim Nike’s retro running heritage and find a voice within the Y2K trend, without the hype. To embrace the ordinary, the nostalgic, and the quietly iconic.
Exquisitely boring. A hyper-realised world where the ordinary becomes extraordinary. Minimal, stripped-back captures following our protagonists through everyday life, celebrating style in the most subtle ways. A style guide harking back to early 2000s running catalogues and a hero campaign with Jin Shijia, Lin Yuwei, and Ma Hailun. A playful, subversive tribute to where mundanity meets magic.
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The brief was to reclaim Nike’s retro running heritage and find a voice within the Y2K trend, without the hype. To embrace the ordinary, the nostalgic, and the quietly iconic
