THE CARTERS

Nike has become notorious for collaborating with mainstream artists to bring in many different types of consumers. So, when faced with the task of choosing several artists that Nike collaborate with, I researched artist that had made an impact in pop culture and had the appeal to young and old alike. Lil Wayne felt like the perfect fit, so I chose to build it around him.

My main goal was to not stray too far away from Nike’s corporate and sleek design but to also bring in the urban energy that Lil Wayne would bring in if he had designed this himself. When designing this collaboration, it was vital to keep the mindset of “How would Lil Wayne design this?” With that in mind everything from typography to color to brand tone is true to the artist and true to the brand. This campaign went on to win a bronze at the 2019 Addy awards.