Nike

Collaborating with Culture

We collaborate with artists and makers across the creative spectrum - from graffiti writers and illustrators to typographers and contemporary craftspeople. For us, this isn’t surface-level decoration. It’s cultural authorship. The right artist doesn’t simply execute artwork; they translate a city’s rhythm, its sporting pulse, its architecture, its language and its pride. Through them, spaces gain authenticity.

The Problem

To create work with genuine resonance, we identify artists rooted within each flagship city - individuals with granular knowledge of its culture, sport, architecture and colloquial nuance. Authentic storytelling cannot be imported; it must be lived. We prioritise emerging voices wherever possible. These collaborations often become meaningful inflection points in an artist’s career - platforms that elevate their visibility and credibility.

However, this ambition introduces complexity. Independent and street artists are not naturally aligned to commercial frameworks. Tight timelines, restricted colour palettes, physical constraints and production realities can sit in tension with creative freedom. Maintaining artistic integrity whilst delivering against brand, operational and spatial requirements demands careful orchestration.

The Solution

We go deep. Emerging artists are often low-profile, operating quietly within subcultures, without polished portfolios or visible representation. We research obsessively - following threads, speaking to local networks, exploring creative communities and willingly disappearing down rabbit holes to uncover the right voice.

Selection is only the beginning. We act as translators and facilitators, bridging the gap between raw creative expression and disciplined commercial execution. We protect the artist’s authenticity while ensuring alignment with brand narrative, production parameters and scale. It is a balance of respect and rigour.

The Result

The outcome is transformative. These commissioned works turn Nike retail environments into living cultural canvases. They are authentic celebrations of their respective cities - layered with local references, sporting heritage and shared memory - while remaining unmistakably Nike. Executed beautifully and at scale, the installations move beyond visual enhancement to become cultural landmarks within the space.

The impact is both emotional and commercial. The work connects directly with local communities, often feeling personal, familiar and even nostalgic. It fosters pride and recognition rather than intrusion. In doing so, it builds brand warmth, strengthens local affinity and transforms retail from a point of transaction into a place of belonging.