Nike’s WeTranscend Network celebrates Asian heritage and culture with product offerings that speak to the Asian diaspora and experience in the modern world. This 2023 capsule speaks directly to the contributions that Asian cultures have provided to the world in an ever-shifting landscape.
The brief in this campaign was a product-centric marketing effort that celebrates the historical relevance that Asian cultures have introduced to the world. The Asuna sandal was the medium for this campaign, with every pair shipping with unique packaging, and including a themed wellness journal offering a space for reflection and acknowledgement.
The included wellness journal contained the historical relevance of plants found in Asian countries that have influenced culture at large. I wrote bios for these plants and tied them back to the Asuna sandal, as all of these plants contain unique dyeing properties that encouraged consumers to look into their own pantries for ingredients from their own cultures to create unique patters for their sandals.
