Subverting the norm is designer Martine Rose’s calling card, and beats at the very heart of her recent collaboration with Nike.The collection took classic Nike footwear and clothing in the form of the Nike Monarch, tracksuits and football tee’s, twisting and distorting their normal dimensions. True to the nature of the product and the inimitable designer, the launch was unlike any other.

The campaign centred on 4 key characters created by Nike and the stories linking them to Martine Rose. We worked with the team at Nike London to bring life to the characters in the UK campaign – London Steve a painter and decorator, Tesfa a wannabe reseller and Suraya an art student and ferret enthusiast. Launched on Craigslist we created posts under their guise as personal stockists to influencers and subsequently the wider public. We became the voices of the characters. Bringing their unique twist to every piece of communication.

We helped organise meetings with influencers in distinct locations (a local pie and mash shop for Steve, a street corner for the drops with Tesfa and a photography cafe for art student Suraya) and were the voices for every transaction of merchandise with excited fans. The campaign was featured across the board including Vogue, i-D, Hypebae and High Snobiety.