Sole of the UX
Everything about the Lexus UX was designed for young city drivers — even the lines down its body exist to help you judge a tight parking space. We decided to extend that thinking to the crossover’s feet.
The idea
Partner with shoe designer John Elliott and Nike to build something affluent millennials couldn’t scroll past. We made Nike Air Force 1 tires — tread, air nozzle, all of it drawn from the most iconic street shoe there is — and launched them at an exclusive Fashion Week party stacked with the biggest names in sneakers.
The result
We made headlines all week and landed at #2 on HypeBeast’s biggest moments of Fashion Week. Should’ve been #1.
Why I like it
This dropped the same week as our Super Bowl ad. It was fun to put something out that contrasted so hard against a loud, raucous spot. The idea is just as cool, and it speaks volumes without ever saying a word.