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Going Niche with
Nike DUNK
Connecting via eccentricity is what Nike DUNK is all about. This is an ongoing collaborative project, finding and celebrating niche crews, their people and passions, to create this ultimate global online and OOH campaign.
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What started as social storytelling has evolved into campaign creative featuring our core crews: London’s Tsugaru Shamisen group plus Paris Street Gamers and GAREF science club.
‘Casting’ played an important role to find those authentic crews and unique interests with potential to connect on a global level.
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Articles and crew
Photographer
Jeremy Soma
Prop Design
Thomas Petherick
Still Life
Billy Blond
Styling
Coco Mel
Movement Direction
Patricia Zhou
Collaboration and co-creation is at the heart of DUNK work, ensuring ‘True to Your Crew’ guides everything we do, season after season.
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