The Next Wave Vintage Collection
Shades that Successfully Blend Sportswear and Lifestyle
Nike Sportswear was about to enter its second season with its vintage eyewear collection. In planning the new season, their key concern was to create a look that would work harmoniously with the classic silhouettes within the NSW line and speak to their global, style-loving audience. Nemo was asked to bring this look to life, setting the direction of the campaign's print, retail, and digital extensions. We started this process where Nemo begins all of our projects: What are the truths at the core that will resonate with a larger audience? Knowing that we had a nostalgic, sun-inspired product, the solution to tell the surf story of Southern California was a perfect pairing. Nemo’s Art Direction and "day in the life" script allowed the shoot to happen naturally, resulting in authentic moments. Also, by casting models who actually live the lifestyle enabled us to capture their real energy that people can relate to. That relateability, and brilliant design direction, led to FWA taking note to Summit Projects' web layout on their public shortlist. Special thanks to photographer Embry Rucker, Summit Projects, and Nike Vision for collaborating on this fun in the sun project.
