Nike X Corteiz collaboration: Is this new?

Impressive.

That's what many have thought of this new collaboration from Nike X Corteiz/Corteiz X Nike ad.

It involves TV correspondents in different countries with different languages and landscapes, footballers, school kids, celebrities at auction, a Nike fanatic in his bedroom—a sense sensation. It embodies variety, diversity and the global nature of both brands. And, in terms of craft and execution, it's beautiful to watch.

But what is the story behind the Corteiz brand and why have people been talking about it?

Corteiz is a London-based streetwear brand. It's contemporary, very much a social media brand and it knows its audience—very well.

Built around the idea of what would happen if the release of the latest shoe, Air Max 95, was cancelled, Corteiz has generated demand for it's product by making its audience imagine what life would be like without it. Directed by Walid Labri, the photographer and filmmaker has a superb touch.

Creative Moment asked Droga's Lucy Aa for his comments and here is what he had to say below.

Instead of writing about the Corteiz x Nike ad, I want to ask everyone reading—what do you think about the ad?

Why do you think it has gained so much traction?

From the reactions that I’m seeing, this ad can be equated to a breath of fresh air. However, in my eyes this is nothing new. 

Which is why I want to take this opportunity to discuss its perceived novelty, and how to embed this into our creative processes.

Just take one look at the advertising landscape and then watch the ad again. 

Can you feel the difference?

You see, the creative from Corteiz isn’t new to me because it’s part of my culture; while to so many others it’s possibly the first introduction to this side of Black culture they may have seen or experienced.

There’s only a few of us Black creatives in advertising, but I’m sure we share the same sentiment: we’ve tried bringing this type of creative thinking into our ideas, but it often gets overlooked as something that is ‘not relatable’.

I didn’t have an issue with this type of thinking coming across as ‘small ideas’. After all, if something isn’t relatable that’s the end of discussion.

Or is it?

Black creativity has proven itself a thousand times over - whether it’s music, pop-culture, or advertising. 

This is not to invalidate other people’s creative thinking, but it is also clear to me now that this industry craves more. More depth, more novelty, more expression.