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.

Client: Nike

Project: Destroyers

Directed by: Kai Regan


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