The Challenge
Establish the newest iteration of Donovan Mitchell's signature sneaker, the D.O.N. Issue #4, as the lightest and most advanced footwear in the market.
The Insight
The D.O.N. Issue #4 builds off of Donovan Mitchell’s ability to unleash his speed and athleticism. From top to bottom, every element of the shoe is built for speed to create a new platform for Donovan and our consumers to experience the future of fast.
Strategy
Leverage the narrative around Donovan Mitchell's on-court attributes and share the performance benefits of the D.O.N. Issue #4 by presenting a story showcasing the speed offerings of the footwear.
Creative
For retail and digital touchpoints, we developed a concept around the "Future of Fast," where the D.O.N. Issue #4 is presented as a creation borne in a laboratory-like setting where the science of speed is infused into the shoes. The abstracted space also evoked Donovan Mitchell's unique speed and quickness, forming a connection between the product offering and the athlete who inspired it.
Go to Market
The D.O.N. Issue #4 campaign was presented within the visual center and campaign guidelines, toolkits and storytelling we created. Elements included comprehensive digital and retail assets that showcased the footwear launch and told the narrative around the Future of Fast.
Services
Art Direction, Content Strategy, Copywriting, Retail Design, Retouching, Visual Identity System, Product Storytelling + Messaging, Design & System Guidelines, Integrated Campaign Development, Production, Tone of Voice, Logo Design & Visual Center, Photo & Video Capture, Retail Design Systems
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