NIKE CORTEZ 50TH ANNIVERSARY CAMPAIGN

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The select students in TMA were approached by Wieden + Kennedy (Nike's agency of record) to present a comprehensive strategic campaign for the 50th anniversary reintroduction of the Nike Cortez. The students formed six groups, with each group presenting their own campaign at the end of the semester. 

When we were presented with the details of the campaign, W+K emphasized how each presentation should include a celebration of the history and heritage of this shoe, authentically communicating to a rapidly diversifying, BIPOC Gen-Z and Gen-A primary audience, and a millennial+older secondary audience.

Keeping the authenticity of the shoe was our number one goal - which led us to our comms platform (overall theme of the campaign), "We're not going to change." This idea sparked many ideas, but the main one being that this is not a reinvention of the shoe - it is a reintroduction and the history it has created should be celebrated and remembered as it comes back 50 years later.