On September 12, 2024, Nike and ASOS unveiled their latest campaign titled 'Own Her Space,' which pays homage to the unique fashion landscape of London. The collaboration aims to spotlight diverse personalities among London women and emphasize that style transcends fleeting trends.
The campaign features three iconic Nike sneaker silhouettes, each reflecting distinct narratives within the city's vibrant street style. The first sneaker highlighted is the Nike Cortez, a nod to the nostalgic 1970s running era, appealing to wearers who appreciate blending retro aesthetics with contemporary streetwear.
Next is the Nike V2K Run, which channels early 2000s influences through its flashy metallics and vintage design. This sneaker caters to those who favor subtle yet impactful fashion choices. Finally, the campaign showcases the Nike Shox TL, a style emblematic of London's rebellious youth culture and synonymous with the genre-defying music scene that has flourished in the city since its 2003 launch.
Set against London's iconic urban backdrop, the campaign captures the gritty yet vibrant essence of the city's fashion, emphasizing that true style is about personal expression rather than mere imitation. Whether traversing the streets of Brixton or Soho, the message resonates that the most significant trends are those crafted by the individual. This campaign invites viewers to explore the full visuals through the gallery here.