Nike Air Force 1 Tires at NYFW
In support of a young, urban-inspired crossover, we partnered with shoe designer John Elliott and Nike to create something that affluent millennials couldn’t ignore. And then we dropped them at New York Fashion Week.
Everything about the Lexus UX crossover was inspired for young, city drivers. The way the lines move down its body are to help give the driver spacial awareness when navigating congested streets or parking in tight spots.
We decided to extend this to the crossover’s feet. We made Nike Air Force 1 tires and launched them at an exclusive New York Fashion Week party with some of the biggest influencers and celebrities in the shoe game. Everything from the tread to the air nozzle were inspired by the iconic street shoe. And people noticed.
We made headlines during the whole week and were named HypeBeast’s #2 biggest moment of Fashion Week. Shoulda been 1.
This was released the same week as our Super Bowl ad, and it was fun to release something that contrasted to that loud and raucous ad. This idea is just as cool, and was able to speak volumes without ever saying a word.
Lexus UX: Lexus x John Elliott