Shot by Skyquajus Turner
NIKE TSU Dunk, Rooted Campaign 2022
The launch of the Nike HBCU Pack Dunk Low “TSU Tigers,” in collaboration with Rooted, celebrated TSU culture through storytelling and movement. By highlighting the university’s drum majors, the “Fantastic Four,” we connected with both current students and alumni through one of the most recognizable pillars of campus life.
The visuals captured the drum majors in their natural flow state while organically showcasing the product and the energy behind the launch. The campaign became Rooted’s most-viewed content to date, reaching nearly 60K views and creating strong engagement across the community.
Shot by Chase Gozy
Launch Event
Ahead of the wider retail and SNKRS release, we led an exclusive launch event during Tennessee State University’s homecoming week that celebrated the school’s legacy and cultural impact. The space was transformed with archival pieces and storytelling moments designed to feel like a TSU museum, with every detail highlighting the history and influence of the HBCU experience.
Partnering with Red Bull helped keep the energy high throughout the night as students, alumni, and supporters came together to celebrate the launch. The event ended with a 100% sell-through, making it a successful moment for both the product and the community behind it.
