Nike SB /Pigeon Panda
Flipping the Bird (Again)
My team and I were tasked with reimagining one of the most legendary skate sneakers ever: the Pigeon Dunk.
Originally designed by Jeff Staple and Nike, this shoe didn’t just drop in 2005; it caused full-blown riots in NYC and helped catapult sneaker culture into the mainstream. Only 150 pairs were released, with 20 pairs sold at Reed Space for $300 each, selling out instantly.
No pressure, right? Ehem.
Sneakerheads are inherently passionate. We tapped into that fervor on forums and social media.
We kicked things off by dropping three sample colorways on Jeff Staple’s Instagram, then let the sneaker community do what it does best: debate, dissect, and declare a favorite.
We tracked the buzz across social media and sneakerhead forums, analyzing every like, comment, and hot take. The verdict? A landslide win for the black-and-white design Jeff christened The Panda.
When the streets talk, you have to listen.
Working with Jeff and Nike, we decided to tap into visual cues related to the history of the Pigeon Dunk, beginning with the sole. We created a pattern out of newspaper strips cut out of the 2005 NY Post story covering the infamous riot.
Back to where it started.
As we dug deeper into Jeff’s back story, we found that his parents actually owned an importing and exporting company in New York City’s Chinatown. Amidst national conversations around immigration, we recognized Jeff Staple as a classic American success story.
Jeff’s parents came to the United States and gave their son the opportunity not only to thrive but to become an American icon. With all this in mind, we decided to create a campaign and design language all paying tribute to Jeff’s roots in Chinatown.
It all came together.
It all came together.
The Math is in the Pudding
Explosive Demand: The reimagined Pigeon Dunk sold out in under 10 minutes across global markets, reflecting the enduring allure of this iconic sneaker.
Resale Frenzy: Within a month of release, resale values soared to over $1,000, underscoring the sneaker's coveted status among collectors.
Digital: The launch generated over 50 million social media impressions in the first week, with engagement rates surpassing industry benchmarks by 25%.
Media Spotlight: Featured in top-tier fashion and lifestyle publications, the collaboration garnered extensive media coverage, further cementing its cultural significance.