Nike, Junya Watanabe and Comme de Garcons collaborated to produce a batch of vintage running shoes – newly made, but aged as if produced in the ‘70s. 

It was so successful Nike decided to produce a larger run and sell them through independent shoe retailers. They briefed us to create and deliver the retail campaign.

In order to foster the skills and enthusiasm of in-store teams, we crafted a suite of materials from which they could create their own bespoke displays.

Referencing 1970s Nike print ads and retail systems we’d uncovered in research, we matched everything to the vintage look and feel of the shoes. This included pegboard for backdrops as well as badges and other items we’d applied various aging techniques to.

Key features

• Retail systems imitating those we’d found in our research
• Fostered skills and enthusiasm of in-store teams
• Variety of display units for different sized stores
• Weathered and aged badges and t-shirts