ALLDAYEVERYDAY and Doubleday & Cartwright created a 360-degree campaign for the 2010 Nike Destroyer product line. The campaign included the debut issue of the Destroyer Journal, a large-format printed piece that featured athlete interviews, spreads shot by Tim Barber and a product lookbook. The front cover graced the intersection of Wooster and W. Houston Streets in an out-of-home installation. At the Bowery Stadium, guests could add custom embroidery and patches to their sportswear.
ALLDAYEVERYDAY also produced a short film introducing the Nike Destroyers. Shot in black and white, the gritty, hard style emphasizes where the Destroyers draw their inspiration and where they train as athletes: the streets of NYC.
Directed by: Kai Regan
Produced by: ALLDAYEVERYDAY