To deepen its cultural roots in major cities, Nike launched Canvas — an initiative that reimagined the Air Force 1 as a platform for local artistic expression. LA-based artists designed custom pairs, auctioned via SNKRS to support arts education. An in-store experience let the public create their own AF1s, using artists tools and methods, blending performance with personal expression.

Like a Canvas, the initatives branding is like a plain surface, altered by the artistic techniques that artists use and that consumers use to make their own shoes.

Material is a huge part of the brand and the space. White grids are backgrounds like a cutting board, clear glass surfaces, and plain industrial surfaces.

Like a Canvas, the initatives branding is like a plain surface, altered by the artistic techniques that artists use and that consumers use to make their own shoes.

An in-store expoerience lets Nike SNKRS members customzie their own sho

The promotional campaign for this initative flips the icon phrase to “do it” to imply how you can paint, mark, sketch, and draw the Air Force 1 your way.