Shopping Bag (0)
Your shopping bag is empty
Nike x PSG and Courtney McWilliams
Nike celebrates it partnership with PSG and Courtney McWilliams with an exclusive upcycled capsule, launched through an editorial campaign.
Challenge
The challenge was to bridge Courtney McWilliams’ distinctive gothic, fashion-forward universe with the elevated, performance-driven world of Paris Saint-Germain, through a campaign that feels refined, coherent, and fully credible within the club’s ecosystem.
Insight + Strategy
The strategy was to build a credible bridge between these two worlds at the Parc des Princes, turning the stadium into a shared creative ground where fashion and football naturally intersect. Rather than forcing a collision of aesthetics, the approach focused on finding a common narrative language rooted in elevation, identity, and attitude.
Solution
The solution was a powerful editorial campaign shot by Maxime Ballesteros at the Parc des Princes, bringing the concept to life through a bold yet refined visual language rooted in contrast and character.
This connection was further amplified by leveraging one of the club’s iconic symbols, the lynx, reimagined as a guiding presence throughout the experience. Acting as a subtle but powerful narrative thread, it helped unify Courtney McWilliams’ gothic, fashion-driven universe with the refined, high-performance DNA of Paris Saint-Germain, resulting in a campaign that feels both distinctive and deeply anchored in the club’s heritage.