His original 2004 Nike Pigeon Dunk design is considered responsible for bringing sneakerhead culture to the mainstream. So when Jeff approached Nike about reissuing the Pigeon Dunk in a new colorway dubbed the Panda, Nike turned to us to help launch the shoe.
We dug deeper into Jeff’s back story and found that his parents actually owned an importing and exporting company in New York City’s Chinatown. Amidst national conversations around immigration, we recognized Jeff Staple as a classic American success story. With this in mind, we created a campaign and design language paying tribute to Jeff’s roots.
We created branding inspired by the packaging of Chinese importing and shipping marks, incorporating the high level design of Nike SB. This lived through posters, social posts, and a full store takeover of Extra Butter, the sneakerhead store in NYC that hosted the shoe launch.
Launch day was a huge event, with lines around the block, appearances by pro skaters, and specially limited versions of the shoe with our main Panda logo embedded into the fabric of the sneaker itself.
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