Nike’s Re-Creation Programme reimagines deadstock into one-of-a-kind garments and exclusive collections with local designers. As the initiative expanded beyond North America, it needed a creative framework that could travel across markets without losing its circular ethos.

Rather than adapting a global campaign, we built a creative system from the ground up and placed the circular design process at the heart of our thinking. 

Led from strategy to execution. Tested in Paris and London. Our modular creative playbook guided the programme’s integration across EMEA. The explainer reel reached 4.5 million views and 70k likes on Nike’s Instagram, showing excitement towards more collaborations and additional market role outs for the programme.