Martine Rose Sport x Nike - Gaming Digital Division
“it’s the idea that anyone can be a hero,” says Martine Rose. “there’s a place in gaming where you’re celebrated for skill, not physical prowess - that’s really heartening.”
the brief
Martine Rose, in her own words, loved the “obsessive and devoted nature of gamers…they train just like athletes.” For Fall 2025, she wanted her collection of apparel and new color ways of her iconic Shox silhouette to be uniforms for gamers, with globally recognized e-sports athletes at the center of the campaign.
the challenge
given it’s immense global popularity amongst youth consumers, every brand now wants a piece of gaming. athletes and celebrities game, streaming has created influencers of monstrous proportions, and pop culture ties in more than ever.
this incredibly discerning and engaged audience, however, knows when they’re being made fun of or when someone at the brand actually gets it. with Martine’s gift of celebrating the unexpected and Nike’s return to sports performance storytelling, how could we bring a gaming campaign to life that merged both worlds without feeling parodic or performative?
the solve
e-sports are sports, and gamers are athletes. what if we casted global gamers who are respected at their craft, train like athletes, and mean something to their community? let’s give these protagonists the hero athlete treatment they deserve, mythologizing their personas and showing up in places where their fans could cheer them on.
my role
campaign strategy - creative direction, marketing journey, partner and brand stakeholder alignment
activation planning + execution - ideate and lead execution for Seoul-based event at local gaming hub Mouse Potato which included a live talk for Martine to design students, a gaming tournament, exclusive product releases,
product management - track and communicate product buys, delivery dates and availability across global markets, liaise and inform retail strategy with wholesale doors
social media mapping - placement on @martine_rose, @nike, @nikesportswear, @dotswoosh, partner publishing on @tenzofficial, @sonicfox twitch and YouTube, asset delivery and performance analysis
casting + relationship management with gamers - provided 50+ casting options of the best in gaming across titles, pulling from my own passion for the industry.
campaign protagonists in order: sonicfox, 8x EVO champion, fighting game master. tenz, 2x valorant world champion, prolific gaming creator. aNa, 8x ESL counterstrike 2 champion. scarlett, all-time most earnings by woman gamer, starcraft specialty. billy mitchell, infamous arcade gamer and villain, documented in king of kong.
media/comms
