Nike Puerto Rican Day Parade campaign

A social first campaign for Nike NYC, honoring NYC’s Nuyorican community and the New York Puerto Rican Day Parade. The campaign campaign centered on celebrating the multigenerational story of Nuyorican people and the vibrance of their community.

As part of a community based strategic approach, we worked with Nuyorican photographers that each represented a different generation of life in East Harlem and filmed selective parts of the video in Puerto Rico. Working with Ricky Flores, Edgar Santana, and Lee Jimenez, we were able to tell the rich stories of Nuyorican creatives and their perspective of the culture.

Using archival photos of the Puerto Rican Day parade from Ricky Flores, film shots of the EHTP community and East Harlem by Edgar Santana, and sights and sounds from Puerto Rico shot by Lee Jimenez.

We combined each person’s style and story into a reel titled “A Nuyorican Love Letter” to live on Nike NYC’s Instagram feed, alongside four other reels that give viewers a glimpse into the cultural emotion of being in one place, from another place, and living in between both.