Nike x Lil Yachty
US Force 1

To launch Lil Yachty and The Concrete Boy’s first collab with Nike, the US FORCE 1 sneaker, we activated at ComplexCon 2024.

Instead of inviting fans to shop the drop we designed a display that housed hundreds of concrete shoe boxes design to physically be smashed open. Each smash revealed a prize, including the coveted sneakers themselves.

Our activation became the experience of the weekend that everyone had to film and post. And interest around the new approach and art direction resulted in earned media that broke out of the convention’s four walls and echoed across the internet.