Nike “Be True”


Nike approached us to create the global creative direction for the roll out of the year long “celebration” of the Nike Dunk.

We keyed in on the 80′s when the Dunk was originally released, along with color cues and deeper cultural narratives from the era.
The tagline created: BE TRUE.

This creative direction went on to inform multiple creative groups to execute against. A zine & video created by Crispin, Porter & Bogusky.

An amazing book shot by Kenneth Cappello.

BE TRUE.
In 1985-86, culture and sport crossed genres with an intensity never before witnessed and a new age of pioneers were born. In their wake, a storm of self-expression. Representing this movement, The Dunk.

It turned teams into tribes. Individuals into movements. And the definition of a basketball shoe on its head. It’s been 22 years. And what was born on the hardwoods now lives among a global neighborhood. The Dunk is a basketball shoe. A skate shoe. A vintage shoe. A piece of history.

A work of art. A moment in time. But above all, The Dunk is a reminder and inspiration of what happens when we are true.

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