With 90’s nostalgia hitting full force Etnies released their Icons Collection. Styles that revolutionized skateboarding footwear. A tribute to heritage. Built by originality.

​

Challenge

Create a 360 campaign for a new category within the Etnies lineup based around their vintage footwear. 

​

Solution

I drew inspiration from Etnies 90's ads while mixing in their current branding. The phrase 'If you know you know' came from one of their vintage ads. I started with that concept and used their iconic sole as a core graphic element. Those who recognized that sole pattern would be in the know, and it gave the campaign a unique look. 2 weeks prior to the launch of the Icons collection, we covered various skate spots in Los Angeles with posters based around the iconic outsole footprint. The campaign message IF YOU KNOW, YOU KNOW was front and center. The styles resonated with fans and Etnies made the collection a permanent staple in the lineup.

​

Responsibilities 

Crafted a 2 stage campaign for the launch of a new category of product. (pre launch and reveal)

Created pre-production decks with selects for wardrobe, talent, and locations.
Provided a thorough shot list for each location

Directed on location & studio photography

Designed all assets, including print ads, digital banners, social posts, homepage headers, and posters used in photos

​

On location Photography: Dominic Cooley  |  Studio Photography: Sam Olson  |  Stylist: Ingrid Aguilar  |  Creative Director : David Kania