Each One, Teach One
Nike x Patta
'The Next Wave' Air Max 1
Graphic Design
The challenge
Launching Nike x Patta’s 'The Next Wave' Air Max 1 – a celebration of Black culture and the power of community.
The aim
Land the campaign in the three cities Patta is located: Amsterdam, London and Milan. At its core should be the Patta 'Each One, Teach One' motto (inspired by the African-American proverb), which pays testament to the brand's ongoing ambition to create and foster a global community, exchanging different skills and disciplines along the way.
The how
Working collaboratively with Patta and Nike to create a highly visible campaign across retail and OOH for both product drops, landing simultaneously across three countries. Bringing the 'Each One, Teach One' ethos to life,the campaign focuses on the stories of the mentors and masters that have shaped sneaker culture, and the cultures that surround it.
The Wave is the ignition point for a more purpose-driven evolution in our partnership with Nike.

– Gee Schmidt, co-founder of Patta.

Photography by HarrimanSteel and Andrea Amponsah