Foot Locker Foot Locker

Foot Locker

Air Max Day

For Air Max Day, we wanted to build a campaign that supported and recognized an often overlooked group in streetwear: Black and Latinx women. Our mindset was that equity is more meaningful than inclusion, so we formed a true partnership with every creator in front of and behind the camera to bring the work to life.

The work brought undiscovered Black and Latinx female talent to the forefront of Air Max Day – crediting these communities for their foundational contributions to streetwear culture, and creating content for, by, and with women of color. The all-female crew consisted of undiscovered musicians, stylists, photographers, and directors of photography. Each creator was given full creative control, recognition on Foot Locker’s channels, a paid opportunity, and access to one of the most recognizable brands on earth.