Director Walter Thompson Hernandez came to us with one question:
How can we deliver a short film highlighting the intersections of race, history, and afro surrealism to tell authentic stories of Black aspiration and hope, despite circumstance?
According to the United Nations, 200 million people identify themselves as being of African descent in the Americas. Given the expanse of the membership of the African Diaspora and its influence on sports, we used the theory of pan-Africanism to highlight the interconnectedness of those across the globe for Black History Month.
Debuted during Black History Month in 2020, NOMMO consulted NIKE on its Global campaign that focused on race, sports, and culture while highlighting the “new vanguard” of young Black leaders across the U.S. Moreover, Nike recognized and awarded $500,000 in grants to 20 U.S.-based nonprofits that offer play and sports programs and support education and career development.
NOMMO assisted with the conceptual framework, informed scholarly and cultural research, and provided product feedback for NIKE to create a footwear collection and media campaign.
Outcomes
4 Sneakers
Nike Air Force 1 Low “BHM”
Nike Air Max 95 “BHM”
Converse “BHM” Chuck Taylor All-Star
Converse “BHM” Pro Leather
3 Videos
The Common Thread Series produced by UNINTERRUPTED.
1 Global Campaign
Below are several of Nike’s BHM influencers sharing their excitement about the campaign's global launch on social media.
