cultural strategy & design.
Understanding sneaker design in North African cultural beats.
The brief
Nike wanted to design a sneaker and jacket pack that would resonate with the North African community in Western Europe. The challenge was to move beyond surface aesthetics and anchor the design in authentic cultural meaning. The brand was opening up to this market and sought cultural strategy guidance to avoid the pitfalls of appropriation or caricature.
The concept
Community bonds are deeply tied to music and gatherings. Rhythm is the common language. From tif beats to family celebrations, rhythm connects generations and geographies. This became the foundation of the concept "Family Rhythm", positioning the pack as more than a product: a tribute to belonging, culture and identity.
The impact
A culturally grounded direction that shaped both design and storytelling, helping Nike connect authentically with a key audience.
Our role
- Cultural insights and research
- Design iteration and recommendations with the Nike team
- Positioning and wording to frame the narrative
- Guidance on activation potential
