Nike + Cultura Colectiva
Artist Collaboration
Social & Editorial Content
My roles: Sales; Strategy; Account Management
Team: Antonio Romay, Cintia Ortiz, Renata Hakim
Artist: Totoi Semerena
Brand: Nike, Air Force 1
CHALLENGE: Bridge the gap between basketball and Mexican culture, as it was (and is) still considered a niche sport in Mexico.
INSIGHT: While most can credit Michael Jordan and his All-Star Bulls team as the reason basketball crossed into mainstream culture, the same was not true in Mexico. Mexico had only really had 5 notable players throughout history.
SOLUTION: Collaborate with artists and tastemakers deeply rooted in Mexican street culture to bring basketball lifestyle and cultural images to the forefront.
30 Drawings, 30 Days
We collaborated with Totoi Semerena to design a series of 30 drawings of the iconic Air Force 1s with central themes of Hip-Hop, basketball, street art and breakdance.
Every day for a month, Cultura Colectiva posted 1 drawing to their Instagram account, reaching more than 600K views in less than 2 weeks. Each post was amplified across CC’s social channels as well as editorial, garnering garnering over 3K engagements per post.
