Nike x Lil Yachty: Smash the Drop
The most talked-about sneaker launch at ComplexCon.
About
ComplexCon is where culture, collabs, and clout all collide. For sneakerheads, it’s heaven. For brands, it’s a battleground. If you’re not making noise, you’re getting buried.
When Nike aimed to drop its first collab with Lil Yachty and the Concrete Boys — the US FORCE 1 — we didn’t just show up, we broke through.
Yachty’s rap collective, the Concrete Boys, was created around his own personal ethos — the toughness, strength, and grit it takes to break through and build something that’s meant to last.
No booths. No screens. Just concrete.
Instead of a shelf, storeroom, or display, we got the very first US FORCE 1s to the fans
willing to put in the work and smash our concrete wall brick by brick for a chance to win.
Grab. Smash. Win.
Each brick pulled from our concrete wall was custom-made from a proprietary concrete blend so it could be safely smashed open to reveal either of the new sneakers or piece of exclusive merch.
No media spend. No influencers.
Just word of mouth and good old fashioned hard work that paid off with the biggest activation
of the weekend and a sneaker launch that completely sold out in under 24 hours.
Previous 