2025
Nike AF1 x Central Cee
A 360° campaign concept reconnecting an iconic sneaker with a new generation through music, street culture and an immersive phygital launch experience.
360° Campaign
Branding Identity
Art Direction
The Challenge
How can an iconic sneaker reclaim cultural relevance without losing what made it timeless ?
Repositioning an Icon
The Air Force 1 has evolved from a basketball sneaker into a global symbol of street culture. In a market increasingly driven by new silhouettes and fast-moving trends, the challenge was to reconnect the model with a new generation while preserving its authenticity and cultural legacy.
The collaboration with Central Cee creates that bridge combining Nike’s heritage with the influence of one of the leading figures of contemporary UK culture.
The Concept
Central Cee doesn’t follow culture he helps shape it. The Air Force 1 was built on the same attitude.
The concept brings together two icons connected by authenticity, confidence and street culture. Rather than radically reinventing the Air Force 1, the collaboration gives it a new cultural context through Central Cee’s visual universe.
The campaign builds anticipation around a limited-edition release, turning the sneaker into more than a product: a cultural drop designed to be discovered progressively across physical and digital touchpoints.
The Digital Experience
Turning the product launch into an interactive hunt between digital and physical worlds.
A dedicated digital experience transforms the launch into a journey. Users discover the collaboration through a teaser film before accessing a countdown, exclusive content and an interactive drop system.
GPS coordinates progressively reveal physical drop locations across Paris and London, while a “Try Your Luck” mechanic gives users the opportunity to unlock exclusive rewards — from products to access to a Central Cee showcase.
The experience creates scarcity, anticipation and participation around the release instead of relying on a traditional product launch.
The 360° Experience
A launch designed to live everywhere from social feeds to the streets and the retail space.
The campaign extends across social media, DOOH, digital experiences and physical retail to create one connected launch ecosystem. Teaser content and social activations build anticipation before the drop, while the physical experience brings the collaboration into the real world.
The journey culminates in a monochrome pop-up environment where the limited-edition Air Force 1 becomes the focal point. Custom packaging, merchandising and product details complete the experience and establish a consistent visual language across every touchpoint.
More Works
(GQ® — 02)
©2026
2025
Nike AF1 x Central Cee
A 360° campaign concept reconnecting an iconic sneaker with a new generation through music, street culture and an immersive phygital launch experience.
360° Campaign
Branding Identity
Art Direction
The Challenge
How can an iconic sneaker reclaim cultural relevance without losing what made it timeless ?
Repositioning an Icon
The Air Force 1 has evolved from a basketball sneaker into a global symbol of street culture. In a market increasingly driven by new silhouettes and fast-moving trends, the challenge was to reconnect the model with a new generation while preserving its authenticity and cultural legacy.
The collaboration with Central Cee creates that bridge combining Nike’s heritage with the influence of one of the leading figures of contemporary UK culture.
The Concept
Central Cee doesn’t follow culture he helps shape it. The Air Force 1 was built on the same attitude.
The concept brings together two icons connected by authenticity, confidence and street culture. Rather than radically reinventing the Air Force 1, the collaboration gives it a new cultural context through Central Cee’s visual universe.
The campaign builds anticipation around a limited-edition release, turning the sneaker into more than a product: a cultural drop designed to be discovered progressively across physical and digital touchpoints.
The Digital Experience
Turning the product launch into an interactive hunt between digital and physical worlds.
A dedicated digital experience transforms the launch into a journey. Users discover the collaboration through a teaser film before accessing a countdown, exclusive content and an interactive drop system.
GPS coordinates progressively reveal physical drop locations across Paris and London, while a “Try Your Luck” mechanic gives users the opportunity to unlock exclusive rewards — from products to access to a Central Cee showcase.
The experience creates scarcity, anticipation and participation around the release instead of relying on a traditional product launch.
The 360° Experience
A launch designed to live everywhere from social feeds to the streets and the retail space.
The campaign extends across social media, DOOH, digital experiences and physical retail to create one connected launch ecosystem. Teaser content and social activations build anticipation before the drop, while the physical experience brings the collaboration into the real world.
The journey culminates in a monochrome pop-up environment where the limited-edition Air Force 1 becomes the focal point. Custom packaging, merchandising and product details complete the experience and establish a consistent visual language across every touchpoint.
More Works
(GQ® — 02)
©2026
2025
Nike AF1 x Central Cee
A 360° campaign concept reconnecting an iconic sneaker with a new generation through music, street culture and an immersive phygital launch experience.
360° Campaign
Branding Identity
Art Direction
The Challenge
How can an iconic sneaker reclaim cultural relevance without losing what made it timeless ?
Repositioning an Icon
The Air Force 1 has evolved from a basketball sneaker into a global symbol of street culture. In a market increasingly driven by new silhouettes and fast-moving trends, the challenge was to reconnect the model with a new generation while preserving its authenticity and cultural legacy.
The collaboration with Central Cee creates that bridge combining Nike’s heritage with the influence of one of the leading figures of contemporary UK culture.
The Concept
Central Cee doesn’t follow culture he helps shape it. The Air Force 1 was built on the same attitude.
The concept brings together two icons connected by authenticity, confidence and street culture. Rather than radically reinventing the Air Force 1, the collaboration gives it a new cultural context through Central Cee’s visual universe.
The campaign builds anticipation around a limited-edition release, turning the sneaker into more than a product: a cultural drop designed to be discovered progressively across physical and digital touchpoints.
The Digital Experience
Turning the product launch into an interactive hunt between digital and physical worlds.
A dedicated digital experience transforms the launch into a journey. Users discover the collaboration through a teaser film before accessing a countdown, exclusive content and an interactive drop system.
GPS coordinates progressively reveal physical drop locations across Paris and London, while a “Try Your Luck” mechanic gives users the opportunity to unlock exclusive rewards — from products to access to a Central Cee showcase.
The experience creates scarcity, anticipation and participation around the release instead of relying on a traditional product launch.
The 360° Experience
A launch designed to live everywhere from social feeds to the streets and the retail space.
The campaign extends across social media, DOOH, digital experiences and physical retail to create one connected launch ecosystem. Teaser content and social activations build anticipation before the drop, while the physical experience brings the collaboration into the real world.
The journey culminates in a monochrome pop-up environment where the limited-edition Air Force 1 becomes the focal point. Custom packaging, merchandising and product details complete the experience and establish a consistent visual language across every touchpoint.
More Works
©2026