B-BOY KID KARAM
In the lead-up to the Paris 2024 Olympics, we identified a unique opportunity to pitch Nike London on a story spotlighting UK Breaking talent. Leveraging the release of the Nike Jam, the first shoe engineered specifically for breakers, and B-Boy Kid Karam’s status as a Nike athlete, we developed a concept that bridged the gap between high-fashion editorial and authentic grassroots storytelling.
Produced for MOVES Magazine, the shoot took place in Karam’s hometown of Derby. To deliver a high-fashion aesthetic within a specific budget, we managed a large crew by mapping out locations within walking distance. This logistical efficiency allowed us to maximize our shoot day without compromising on the visual variety required for a premium editorial.
By capturing Karam testing the product in motion on the streets that raised him, we successfully demonstrated the shoe’s performance while grounding a global Olympic moment in a relatable, local reality.
POWERED BY NIKE