Inspired by paparazzi photography and '90s retro fashion ads, we set out to capture lifestyle imagery that felt raw, unstaged, and authentic - adding our own r.a.d twist. The concept was rooted in the design of the R-1 Classics, a shoe that pays homage to '90s silhouettes with a distinctly futuristic edge.

As part of the campaign we created 3 sets of different creatives that was in line with the concept and showcased the 3 different colours for this drop. This also involved all the web, email and socials assets.