NIKE “Outside the Box”
Pioneering a global sneakerhead series at the intersection of culture and commerce to get others in the game.
The Ask: How can Nike make starting a shoe collection less intimidating?
The Idea: An original content series highlighting sneaker culture around the globe—profiling everyday collectors with creative passions.
My Role: Nike creative producer and agency coordinator with AKQA.
Outside the Box – Episode 1: Ian Williams, Portland Sneaker Barista. The former Nike janitor who created the 'Wet Floor' Dunk and opened a sneaker-themed coffee shop shares his story and the passion behind his collection.
The Experience
We brought “Outside the Box” to life across Nike.com, the Nike App, email and social channels. Ian Williams provided a list of his favorite sneakers collected over the years, and Nike Direct stocked current-season styles for consumers to shop and start their own collection.
Nike.com
Nike App
Nike Email
The Result:
A global launch birthed a beloved story that racked up views and praise by both sneakerheads and everyday athletes.
Nike leadership took notice and green-lit the series for additional episodes around the world that now have 500k+ views and counting.
Credits:
Client: Nike
Senior Director, Editorial: Dan Rookwood
Senior Creative Director: Colin Cornwell
Senior Director: Jon Hum
Studio Manager: Nicole Ishida
Content Strategy Manager: Daniel Meichtry
Creative Producer: Nate Kalaf
Creative Producer: Jessica Peters
Digital Producer: Kristin Barnhart Heinig
Agency: AKQA
Creative Directors: Dan Peters + Reef Younis
Executive Producer: Dustin Freeman
Senior Art Director: Nicole Schultz
Art Director/Designer: Jake Skirving
Lead Copywriter: Chris Lucia
Editor/Motion Design: Dan Ortiz
Set Design: Osamu Akatsu, Kira Hodgson
Production: Bright Black
Director/DP: Austin Rhodes
Director: Ivan Landau
Editor: Mandy Brown
Producer: Alyssa Roehrenbeck
Steadicam Operator: Sam Naiman
Sound: Tim Kahn
Colorist: Ricky Gausis, MPC L.A.
Sound Design/Mix: Lime Studios
Original Score/Music: Butter L.A.
Photographer: Chris Hornbecker