Discovering the Next Grey Space for Nike
Client: Nike
Role: Creative Brand Manager and Strategist
Nike captured lighting in a bottle with their partnerships and involvements with Michael Jordan and Virgil Abloh — but what actually made both of these figures, and their brands, successful?
They represented the Grey Space.
It all started with Michael Jordan and Spike Lee.
Culture merged with Subculture.
Mainstream and Underground.
The Grey Space
The Stats
At the same time of the rise of social media and the birth of the algorithm, consumers began looking to people, rather than brands, to identify cultural relevance.
Over 1/2 of survey respondents agree that they admire people more than brands.