The Sock Racer, notably odd in its design.
Nike wanted to focus on the ‘weirdness’ which is synonymous with the shoe’s design, through the set of images we produced. The exclusive Size? colourway of the shoe features a gradient purple/yellow/pink that also follows the same ‘weirdness’ element.
Focusing on the Size? consumer, we didn’t want to stray too far down the path of the obscure, being wary of alienating what is a relatively mainstream consumer. Utilising a colour palette on set that referenced the shoe, we created a controlled environment in which our models interacted in a way less conventional. A mix of odd poses and an air of bemusement towards the shoe teed up a set of images that featured across Size?’s Instagram leading up the the shoe’s release.