join forces
Nike AF 1, 40th Anniversary
Creative Director, Ona Creative, 2022
As Nike celebrated the Air Force 1’s 40th anniversary, the sneaker’s connection to hip hop culture was a focal point. The year’s overarching theme was JOIN FORCES, “an open invitation to the next generation to embrace the unconventional, move with purpose, and to work smarter by creating together.” Through a cross-country, multi-city tour, we shed light on places that serve as safe havens for curators of culture called “shelters of community.”
For this campaign, we were asked to take the franchise somewhere new while honoring its roots, and connect to Gen Z without losing the OGs. So we looked at the intersection of the two in order to unite an icon and a new kind of culture.
From the Bronx, to NOLA, to Houston and LA I had the opportunity to direct and produce this campaign along side local creatives and talent. Through collaboration with hip hop historians, community authenticators, local creator and musical tastemakers in each city, we built community based campaigns to tell the story behind each limited edition city shoe, and the communities that make AF1 the iconic silhouette they are today.
Read our comprehensive case study at onacreative.com
Bronx Origins
You can’t celebrate 40 years of the AF1 without acknowledging it’s deep connection to hip hop culture. So it was only right to take it back to the Bronx where it all began...
The ‘Bronx Origin’ shoe was designed to pay homage to Hip Hop’s Bronx roots, and celebrate both 40 years of AF1 and the upcoming 50th Anniversary of Hip Hop in 2023.
To bring this story to life we recreated DJ Kool Herc’s 1973 Back To School Jam in Cedar Playground, known as the birthplace of Hip Hop. From era specific turn turntables to an authentic 1970’s boombox and table fan I ensured we honored this monumental moment in history with the utmost authenticity and respect. We also popped into the IYKYK Moodies Records, to talk all things women in Hip Hop with your girl Ice Spice.
Casting included iconic Bronx names from past and present including Grand Wizard Theodore, Crazy Legs, Paradise Grey, Ice Spice, Hype Girl and her dance crew, along with other local creative talent, who showed up and showed off what it really means to be from the Bronx.
NEW ORLEANS
New Orleans is known for many things, one of which is being home of Cash Money Records, and bling. The rich culture local and their bold style gave way to the notorious ‘Bling Era’ of Hip Hop.
To tell the story of the NOLA ‘G Nikes’ we started by taking the iced out AF1 to Sol’s, THE diamond dealer of Cash Money and other rap names across the city where we caught up with local legend Curren$y and new kid on the block Rob49. Set design included lots and lots of diamonds, because, let’s be honest, how could we not?
In true NOLA style we blended old school with new school, marching King of Brass, the second line band down Bourbon St. with Curren$y taking the lead. Talent included local rappers and artists showed off their truly NOLA roots dancing their way into a French Colonial mansion on Bourbon St. where we photographed and interviewed them all to learn more about the inspiring history of their city and the influence it has had on their work.
This shoe sold out in under 5min - and I have to say I am not surprised!
Houston
What’s more Houston than SLAB cars and BBQ on a Sunday? Probably nothing. So it was only appropriate that we tell the story of Houston’s SLAB inspired AF1 by bringing together these two defining pieces of culture.
With the help of a local hip hop historian Shelby, we ‘Joined Forces’ by connecting OG legend Lil Keke with some of the latest talent making waves in their city; Lebra Jo Lee and the Texas Boyz. Through their stories we learn more what defines H-Town rappers, and how synonymous the AF1 is with their culture.
Shooting at two iconic locations, we made sure to not only bring old school and new school together, but also the unique style and culture of North and South Houston, capturing both day, and night life culture.
Starting at Burns BBQ I enlisted the help of local SLAB car drivers to help create our own SLAB Sunday BBQ - a decades long tradition that unites the local community of auto and music enthusiast each week.
I realized we couldn’t do SLAB cars without lighting them up at night so I hunted down the perfect second location for the crew to show off what really makes their rides unique. The globally famed Screwed Up Records and Tapes, home to DJ Screw’s collection of memorabilia. Here we really got a chance to showcase the unique style of H-Town car culture and chopped and screwed subgenre that defines their city.
OOH
Custom OOH billboard designed for 34th St. NYC.
3pc CIRCA billboard in Los Angeles, at the Staples Center
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