NIKE X AGR

FOR THEIR COLLABORATION WITH NIKE, LONDON BASED

KNITWEAR BRAND

AGR PRODUCED A ONE-OFF EXCLUSIVE COLLECTION - ALL USING NIKE & AGR DEAD-STOCK AND EX-CAMPAIGN ASSETS, AS PART OF NIKE’S MOVE TO ZERO INITIATIVE.

AGR is an independent and circular brand, with Creative Director: Alicia Robinson, describing their creative process as having; “always worked in a very sustainable and circular way… using up all old materials and putting things back together.”

Therefore, the concept for the space and activation, much in line with the capsule collection and Nike’s Move to Zero values, was ‘Second Life Luxury’. Ensuring that the physical build and retail event followed the same circular steps as the product, we designed and delivered the space to embody the origin of the AGR products.

Nike is no stranger to spotting young and fresh design talent and working with them through localised activations. AGR was chosen to be a part of their latest collaboration due to their circular design values that mirror Nike’s Move to Zero initiative, an ongoing journey towards zero carbon and zero waste. The capsule collection featured items made from vintage Nike banners and deadstock merchandise which were re-purposed with leftover fabrics from AGR’s studio.

Naturally, our strategy mimicked the design and production process of the capsule collection, leading us to transform The Cube into a physical embodiment of the collaboration. Assets, fixtures, and furniture props were repurposed and elevated to a new level of luxury. Garment rails were overlayed with leftover yarn, providing pops of colour throughout. A Nike Swoosh, bespoke ottomans and packaging were also upholstered in Nike and AGR campaign deadstock by South London based, friend of Alicia, Upholstery by Nads.

Our up-cycling didn’t end at the physical design but gave the digital aspects of the space a new life. Assets taken from the shoot we directed for the brand were then collaged amongst Nike ex-campaign graphics. With the AGR logo applied, a new graphic language was created to wrap around pillars and walls throughout the space.

An exclusive launch offered friends of the brand and Nike members the first chance to purchase the collection and an insight into sustainability initiatives in fashion with a panel discussion between Alicia and Isabelle Landicho of The Earth Issue, an eco-focused creative activist agency. Being an instore only collection showcased in the client’s hometown, one thing that was incredibly important for Alicia, Creative Director of AGR was her desire to include as many of her local creative connections as possible during the campaign process. From the DJ at the launch event to the hair and make-up team on the campaign shoot, local creatives and friends of the brand were involved, reducing travel emissions, and contributing further to the sustainable values of the overall brand experience.

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