A three-way collaboration between Levi’s®, Japanese designer NIGO, and Nike is a coordination problem disguised as a creative one. The Air Force 3, reimagined through NIGO’s denim archive and built on Nike’s 1988 silhouette, had to land across every Levi’s® channel at the same moment. And demand was high enough that Levi’s® ran one of its first-ever sneaker draws. Levi’s® brought us in to build the system that made all of it possible.
We anchored the launch in a single campaign concept — Triple Threat — and built one visual system flexible enough to carry every format. Email, homepage hero, in-app, social, retail LED templates, and the draw mechanic all ran off the same toolkit, locked to Levi’s® brand standards and the NIGO x Nike product story.
The campaign creative came from Nike. Our job was to take that asset and make it feel unmistakably Levi’s®, adapting it across every channel format while staying true to both brand standards. Key art locked early, and every downstream asset built off that anchor. Pre-launch teasers, day-of push notifications, and post-launch sustain all ran through the same toolkit. For the draw, we partnered with EQL to build dedicated entry assets on their platform — one of Levi’s® first-ever sneaker draws, made necessary by the demand this drop generated.
We shipped the full toolkit across every Levi’s® touchpoint inside the launch window. Web, email, in-app, social, and retail all moved together, plus one of Levi’s® first-ever sneaker draws, executed end-to-end through EQL. Multi-channel campaign execution at agency speed. We’ve been designing for Levi’s® for over 20 years. This is what that partnership produces.
