Nike

A retro campaign for a global brand leader.

Nike White Label Boy on Basketball Hoop Image by Hoyne Design
Nike White Label Girl with Hat Picture by Hoyne Design
Nike White Label Collection Book by Hoyne Design
Nike White Label Collection 50cm Picture by Hoyne Design
Nike White Label Oregon TC Sizes Picture by Hoyne Design
Nike White Label Bullseye Picture by Hoyne Design
Nike White Label Windcheater by Hoyne Design

Hoyne was asked to create a catalogue for the retail trade sell-in of Nike White Label apparel - a new range of retro streetwear with designs based on Nike gear of the 70s and 80s. Our task; give it attitude and make retailers sit up and take notice.

 

To make the campaign stand out, a series of cards was created rather than a conventional catalogue; a single garment was featured on each card; garments were photographed on young models in grungy urban settings; each included a story about the clothing’s original designs on the reverse of the card. The cards were packaged in a glossy white “giftbox” sealed by a cardboard strip bearing Nike White Label branding.