Nike Fleece
We were given the task to bring Nike Loungewear to life. Through both: a distinctive POV, and a relatable shopping experience. FA21 was the ignition point and introduction of the Nike Fleece world.
Our goal: Develop Nike Fleece new consumer-facing positioning and visual identity. Evolve it from a franchise to a platform of limitless expression.
Our approach: In a post-pandemic world where athleisure was dominating the fashion industry, we needed to come up with a unique proposition. Within a saturated market of neutral monochromatic imagery, we decided to bring the heartbeat to loungewear through Nike Fleece. Real moments, with real people.
Inspired by the street photography school of Bresson, we partnered up with renowned photographer Alex Webb to give this campaign a distinctive personality to stand out. The decisive moment in which different scenarios converge in one same space. Where people from all ages and all walks of life came together connected by Nike Fleece. Always keeping our focus on product and showing the versatility of Nike Fleece through mismatch personalities.
The ask was to deliver a lookbook. But we saw the opportunity to deliver something beyond the expected. A never before world where a 72 yo woman, could rock her pink fleece alongside rapper and artist IDK. Where there was space for the skateboarder and the stay-at-home couple; the party-lover and the Spelling B Champion. Proving that Nike Fleece is for everybody, everywhere.
Behind The Scenes
Behind The Scenes
Agency: Industry
Client: Nike
Creative Direction: Fernanda Arreguin & Oved Valadez
Art Direction: Fernanda Arreguín
Copywriting: John Viera
Graphic Design: Sofia Villarreal
Styling: Marcus Paul
Photography: Alex Webb, Kanya Iwana, Samone Zena
Production: Matt O´Connor