Organized as a vehicle to promote Nike’s patronage of youth culture and the iconic creators that emerged from it, Beautiful Losers was a large scale, traveling museum exhibition that toured to an unheard of ten venues over five years. Breaking attendance records at every venue, Losers has become a legendary and iconic celebration of street art, skateboarding, and independent music. Activations throughout the tour included musical performances, professional skateboarding demonstrations, public murals, and a long string of merchandise and limited edition product drops. The project’s success spawned an award winning documentary of the same name and a best selling book. Featured creators included KAWS, Shepard Fairey, Spike Jonze, Harmony Korine, Barry McGee, Raymond Pettibon, Jean-Michel Basquiat, and Keith Haring, among others.

Brand Experience, Placemaking, Strategy