FOOTLOCKER
GRATITUDE CHICAGO
[SYSTEM SPECS]
CLIENT: FOOT LOCKER
ROLE: CREATIVE DIRECTOR + PHOTOGRAPHER
OUTPUT: CAMPAIGN IDENTITY // BRANDED CONTENT
STATUS: 2.3M+ IMPRESSIONS // +22% SENTIMENT LIFT
THREADS WITH HISTORY. visualizing the intersection of hbcu legacy and high-street fashion.
[THE.BRIEF] what does fashion equity actually look like? foot locker's "threaded" initiative brought six hbcu-alum designers into the global retail ecosystem. the objective: translate the gravity of that moment into imagery that felt handmade, human, and cinematic. move away from "corporate statement" and towards "cultural documentation."
[THE.INSIGHT] representation is about ownership. our audience didn't want to be educated; they wanted to be seen. by positioning each designer’s collection as a world of its own, we elevated personal narrative to brand narrative. this wasn't about foot locker giving them a platform; it was about showing that they had already built one.
[THE.SYSTEM] heritage // texture // ownership. a campaign that stitched legacy into every frame. visual language: editorial portraiture colored with cultural codes. we designed a modular storytelling system that felt layered and tactile—mirroring the designers' own process.
[EXECUTION.LOG] + direction: scripted hero campaign voiceover and defined the launch film tone. + photography: personally photographed all six hbcu designer collections—blending portrait, lifestyle, and studio product assets. + design: developed the full visual language—color palette, typography, and material-inspired layout system. + scale: designed modular assets for digital, ooh, and retail integration.
[COMMUNITY.SIGNAL] measurable cultural impact. the campaign was additive to how foot locker shows up in the equity space—trading polish for ground-level storytelling. > 2.3M+ impressions across digital and retail touchpoints. > +22% lift in positive brand sentiment. > extended coverage via hbcu alumni networks and black design media. > visuals became the cornerstone for ongoing partnerships with black-owned design collectives.
[CLOSING.CODE] six designers. one thread. heritage met the high street.