Nike SB reached out to Alldayeveryday to launch a new skateboarding shoe in collaboration with ex pro-skateboarder and brand ambassador, Brian Anderson. Brian partnered with the Nike FTWR Design team, immersing himself in the design process around the Project BA shoe line.

The goal of the launch was to tap into the local skate culture, seeding the product with the NYC community and its alpha members. Taking a holistic approach, we activated the young skate community as well as engaged its opinion leaders to ensure integration was executed at all levels.