[NKJRRW] NIKE AIR JORDAN x Russell Westbrook

“Performance” advertising typically exists in a familiar narrative context: the hero athlete with superhuman physical abilities/skills that elevate him above mere mortals. This paradigm is not always relatable—in reality, most people are striving to achieve their goals in ways that rarely put them on a glowing pedestal. In the same way, today’s young consumers are no longer passive receivers of messaging. They are empowered as the creators of the culture, and possess voices that start, change, and end conversations. This generation has a seat at the table. Performance is for everyone.

As part of Nike’s ‘Behind The Design’ series, we explored the actual design of the shoe itself, but in a fun, playful way that would appeal to a younger demographic and embody the Why Not state of mind.