Celebrating Dame culture from court to store to street.
Create a visual center and a retail toolkit that celebrate Damian Lillard's 6th signature shoe and the moments connected to each colorway.
Dame is always more than one thing at once, and this duality is the key to his creativity. Therefore, creators never need to fit an image or try to be less than everything they are.
To inspire creators with the dynamic stories from Dame's life, career and character, we treated each Dame 6 drop like a campaign. This ensured that each shoe and story had the chance to attract and convert a unique set of creators.
With "Free To Create" and "Duality" as our creative drivers, we built out creative for multiple drops from concept through execution, and produced social media, photo shoots, retail graphics, OOH and messaging that added honor and depth to the legacy of this modern-day legend.
Go To Market
In China, we delivered full retail packages for 30 category focus stores, and provided footwear wall coverage for 1000 stores across the US. Our Dame 6 toolkit set standards and informed everything from retail executions, to product photography, to social copy.
Easy Doesn't Chapter 2
Merrell Social 2022