Global directive and digital innovation for Nike x TfL collaboration.

Nike and TfL’s 2nd collaboration honoured 100 years of TfL’s typeface, Johnston, applying it to the Spiridon for a limited-edition release. We developed the global concept for an accompanying campaign which spanned online & offline activations – including a launch party that took over Charing Cross.

Our work reminded Londoners why they fell in love with the city – and introduced younger generations to its iconic visual history. We combined strong typographic messaging set in Johnston100 (a newly revised version of the typeface) and images inspired by London’s 90s garage sub-culture to pay tribute to the trainer’s unique design language.

Alongside London-based artist Bafic, we created a short film that made reference to the city’s history of diverse and pioneering nightlife, displayed online and in retail installations.

Installations at Dover Street Market and NikeLab used CRT televisions to display our work, reinforcing the link to 90s culture.

The site takeover we produced for retailer End Clothing presented the product’s story to online consumers before purchase. Our digital team implemented a unique take on parallax scrolling, hinting at the cross-city travel referenced in the shoe’s design.

Our campaign was covered by a number of press outlets, including It’s Nice That, Time Out and Metro.