Nike

Nike and Kids of Immigrants are united by a shared belief: moving the world forward requires investing in people, community, and culture—not just products.

The opportunity was to translate that shared purpose into a cultural experience that felt authentic to both brands while introducing Nike's new Joyride silhouette to Los Angeles. Rather than creating a traditional product launch, the strategy centered on community as the medium, designing an experience that reflected each brand's commitment to expanding access, championing underserved communities, and fostering collective progress.

The creative direction focused on building an immersive co-branded environment where storytelling, participation, and product seamlessly intersected. Every touchpoint was designed to reinforce the partnership's shared values while inviting the community to engage with Nike Joyride through movement, connection, and lived experience. The result was a branded experience that transformed a product test drive into a cultural moment—one that strengthened brand affinity by leading with purpose before promotion.