Creative direction + Copy

In the late 2023, Nike re-released six classic sneakers. Three of these shoes were signature models of stars from the brand’s golden age: Anfernee “Penny” Hardaway, Charles Barkley, and Scottie Pippen. To promote this new line, dubbed “The New Age of Sport,” we aimed to re-introduce these icons to Gen Z by releasing modern takes on classic posters.

The lead creative piece was an animation that brought a 1996 poster featuring Penny and Lil’ Penny to life. The two played one-on-one in a piece that launched on social media, a Times Square billboard, and most impressively, in an augmented reality experience that was introduced by SLAM Magazine.

Barkley and Pippen’s pieces were also given an update, signifying that this New Age of Sport was built on a foundation of greatness.