Nike explores the intersection of sportswear and street culture in 'Concrete Runway,' a project that captures the kinetic energy of urban environments. The production moves through diverse city settings, utilizing fire escapes and local storefronts to frame the collection against a raw, lived-in backdrop.
Produced by Odelay Films, the work employs a live-action technique and documentary-style approach to showcase athletic apparel and sneakers. The visual execution relies on natural light and cinematic color grading to maintain a candid, high-motion aesthetic throughout the sequences.
