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Nike x JFS Collection

We were commissioned to create a campaign around the Nike x JFS collection. Centered on the theme of modularity, the collection responded to the different needs of the body in motion. We drew inspiration from this core concept, playing with sequence, function and versatility through campaign photography, an event and in-store retail displays in all of Nike Lab’s locations, and select retailers across the world.

Kicking off with an event at Spring Studios in New York, we created a modular space made up of different pieces that could be combined or used separately. Three frames brought to life the key product of the collection, a cape, suspended in three different states of wear. Visitors were invited to journey through the space, guided by a progression of colour, to discover the products and their many uses.

For the in-store installations, we developed the modular frame display. Additional silhouettes brought a dynamic motion to each space, referencing the body-centered concept of the collection and the shapes and visuals of training. The collection lived over two seasons, evolving into a different colour palette.