Inspired by Joy’s newfound love of running in lockdown, the fun illustrations found throughout the campaign are inspired by Joy’s passing thoughts as they run through their wonderful home of Hackney. The bold colourway is inspired by Hackney’s special character.
Joy Yamusangie (they/them) is a visual artist who specialises in illustration. With an approach that crosses borders between mediums, including typography, poetry, ceramics and collage, Joy’s work is always authentically experimental.
At the root of Joy’s art, between the bright palette, black lines and sketched faces, is their personal thoughts and feelings that come from simply living life.
‘Running Thoughts’ is a collaboration with Joy Yamusangie x Nike and we were brought on board to create a launch that not only celebrated the collection in store, but reached people outside of the physical environment. The collection dropped just in time for Hackney Moves and the Hackney Half, celebrating running and ultimately inspiring a new generation of runners and creatives.
We created all of the online and social assets for the campaign using Joy’s illustrations along with imagery shot by the talented, London based photographer, Adama Jalloh, working closely with Adama to select the best locations in and around Hackney to include.
For the physical store space we designed and produced a takeover of the Nike Hackney Store basement, hosting an evening event of risograph printing workshops with Hackney based Duplikat Press and Joy. The day was made up of three different workshops made up of Nike Members, Nike Business Partners and local Hackney based charity and friends of ours at Seen Displays, Voyage Youth. Voyage Youth is a social justice charity with the aim to empower marginalised young, Black people and provide them with the self-awareness and motivation to transform themselves and their communities.
Lastly, for those that couldn't join the activations in person, we designed, produced and sent seeding kits, gifting the collection, to special recipients so they could be part of the campaign story, wherever they were in the UK.
The outcome was a fully enriched launch that saw collaboration between multiple talents and creatives.
CLIENT: NIKE
WHAT WE DID: RETAIL DESIGN, CONTENT PRODUCTION & RETAIL EVENT
LOCATION: LONDON
COLLABORATORS: JOY YAMUSANGIE, ADAMA JALLOH, VOYAGE YOUTH
SEEN IN: SNEAKER NEWS, NIKE WEBSITE
PROCESS: DESIGN, PRODUCTION AND INSTALLATION, SEEDING KIT PRODUCTION, ASSET CREATION, EVENT & PHOTOSHOOT MANAGEMENT.