nike x hibbett maxxed out
WHAT WE DID
Nike approached us with a problem: Air Max is peak Nike innovation, but this generation’s cultural challengers didn’t see it that way. In this campaign with retailer Hibbett, they wanted to show the Dn8 as the ultimate tool for self-expression and infinite experimentation.
Creative Concepting
Photo & Video Production
Organic Social & Media
Website, Email, & Blog
23 Posts + 8 IG STORIES
Social Following
7.7M
Organic Views
1.7M
Organic Likes
220.9K
creative concepting
Hibbett’s point of distinction is that they focus on creatives at the heart of their communities. Based on this, they wanted more of a hometown hero approach than one that spotlighted huge celebrities. This would reaffirm their position as the retailer that really sees the consumer and supports their community.
There is infinite innovation, experimentation, and creativity happening everyday. This is not just reserved for big cities. There are culture challengers pushing the boundaries of what’s possible all around us—but these stories aren’t being told. Let’s highlight the stories of the lesser-known creative individuals who are pushing the boundaries in their field and making an impact on their community by capturing a “Dn8 (Day) in the Life.”
We identified talent who are challenging the status quo in the world of art, style, sport and social impact:
photo & video production
Unscripted narrative via on-camera interview and docustyle footage followed each person in their element. Locations and questions were tailored to our individual talent’s story, but hit on consistent themes aligned with community and the overarching themes of the Dn8: creativity, innovation, self-expression, and infinite experimentation.
In each space, we interviewed talent to get their perspective on those subjects, as well as how they’re challenging mainstream culture and uplifting their community. Capturing the textures of their settings to juxtapose against the textures of the Dn8 was a key to weaving the narrative, as well as honing in on any circular motifs to reflect the Air Chambers of the shoe.
organic social & PAid media
All of the Instagram posts were collaborative between Hibbett’s official page and talent pages. This allowed maximum reach and engagement, broadening the audiences of all involved. The first Carousel went up the day before each person’s blog post went live on Hibbett’s website to build anticipation. Then the hero video was posted for the best soundbites and to tie the narrative together. The final post was another Carousel that rounded out the storytelling with another push for reading the blog and buying the Dn8.
website, email, & blog
We were able to dive deeper into talent stories via email and blog, with the campaign landing page leading directly to product. Along with some of the imagery, the blog included extended versions of interview quotes to map out their journey of experimentation. Email gave a brief overview, tying it back to the Dn8 with links to buy and to read more about Desi, Jarren, and Brehanna.
