How we brought the Nyjah Zoom 4 to life.
Launching Nyjah Huston's fourth signature shoe into a culture that can smell marketing from a mile away. In skateboarding you can't buy authenticity. You earn it or you don't.
DELIVERABLES
Locations around CA, USA
Nyjah-inspired personas
Four Nyjahs, one shoe. We built the launch around four sides of him [skate / outdoors / DJing / motorsports], shot across three California locations, and let his skill do the talking. The work spanned from the launch film for social channels, to Thrasher Magazine's cover, a one-of-a-kind poster book included with the box, all bringing to life the passion and heart around Nyjah's love for skate culture. MY PART / Creative Strategist during the campaign engagement, working directly with Nike SB's team, our Chief Creative Officer and Chief Brand Officer. I helped shape the campaign strategy, the brand manifesto, wrote campaign copy, and assisted in the development of packaging and collateral concepts.
Final look
Relentless passion.
More signal, less noise – that was the brief. We wanted to highlight who Nyjah is, building a world around him. 3-month engagement, recognized internally by SB leadership, covered by SneakerNews and other industry outlets.
