Nike Vapor Max Soho

In collaboration with Nike’s New York retail experience team, we worked together to adapt and localise Nike's global campaign direction for their Soho store. The campaign was Move to Zero, which is Nike’s commitment to a sustainable future and journey towards zero carbon and waste. The product at the heart of the campaign was Nike Vapor Max, crafted from recycled polyester made from 75% recycled manufacturing waste.

The design intent was to highlight sustainability and Nike’s commitment to it, with all materials and finishes for fixtures and furniture made from recycled material or for continued use. Examples include the large footwear wall made from recycled shoe boxes and the seating made from regrind, a collection of recycled materials developed by Nike that is composed of pre-consumer manufacturing scraps and recycled post-consumer shoes from the Reuse-A-Shoe program.