“The concept for the two beast creations came from juxtaposing the known with the unexpected, just as atmos had done a decade earlier by applying luxe animal prints to performance footwear.”
— Aaron Carlsson / Senior Creative Director - Environments
“The street sign became an opportunity for Extra Butter to highlight their NYC roots, extending the concrete jungle concept across multiple storefronts.”
— Kari Rowell / Sr. Designer
We partnered with Nike to craft a deeper connection around the release and the story behind it, creating a lasting impression that would live beyond this single product launch, ultimately driving brand loyalty and fan engagement.
Deep storytelling and immersive, shareable consumer experiences are keys to successful brand building – they extend a product launch through social engagement and in-person experiences with like-minded members of the community. Our approach focused on building excitement and driving conversation both before and after the launch.
Congrats to our team, our fantastic partners at Nike NYC, Nike Sportswear, atmos and Extra Butter. We'd also like to extend a shoutout to our partners at Bednark Studios, Mirror NYC, and Premier Press for going above and beyond and getting wild with us.