The NIKE DXTR Spring/Summer 2012 Look Emulates Street Style
Vivian Lau — July 8, 2012 — Marketing
References: behance.net & behance.net
The NIKE DXTR Spring/Summer 2012 promotional posters for the popular sneaker brand celebrate the complexity of urban art.
With typography and illustrations fashioned in the animated yet abstract style of graffiti art, the brand tries to connect with a culture its customers can relate to. Vivid colors are used to complement complex pictorials such as icons of New York (the Statue of Liberty), basketball hoops, graffiti walls, shades and a subtle car freshener to symbolize how fresh the kicks are. The street style illustrations are raw and easily imagined to be plastered across the streets in Brooklyn.
The posters are effective because the underground nature of graffiti artists is a romantic concept to Nike shoe buyers, who also relate to displaying their talent in brazen and fantastic ways.
With typography and illustrations fashioned in the animated yet abstract style of graffiti art, the brand tries to connect with a culture its customers can relate to. Vivid colors are used to complement complex pictorials such as icons of New York (the Statue of Liberty), basketball hoops, graffiti walls, shades and a subtle car freshener to symbolize how fresh the kicks are. The street style illustrations are raw and easily imagined to be plastered across the streets in Brooklyn.
The posters are effective because the underground nature of graffiti artists is a romantic concept to Nike shoe buyers, who also relate to displaying their talent in brazen and fantastic ways.
Trend Themes
1. Interactive Graffiti Art - Opportunity for brands to enhance engagement with customers by incorporating interactive elements into graffiti art designs.
2. Street Culture Fashion - Potential for fashion industry to tap into the popularity of street style and graffiti-inspired designs in their collections.
3. Personalized Branding - Brands can explore opportunities to collaborate with graffiti artists to create personalized designs that resonate with customers.
Industry Implications
1. Footwear - Footwear industry can adopt graffiti-inspired designs to attract urban fashion enthusiasts and stand out in the market.
2. Advertising/marketing - Advertising and marketing agencies can leverage graffiti art as a unique and attention-grabbing strategy to promote brands and products.
3. Art Galleries - Art galleries can showcase graffiti art as a recognized and respected art form, providing a platform for artists and attracting art enthusiasts.
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