Our work speaks for itselfNIKE x CULTIVATOR
Building the Future of Sport Through Culture, Community, and Innovation
The Nike Cultivator Campaign was a large-scale initiative designed to connect emerging creators, athletes, and cultural leaders through a platform built around innovation, storytelling, and community engagement.
As part of the campaign, creative assets, experiences, and brand touchpoints were developed to amplify Nike's presence across multiple markets while creating authentic connections with the next generation of consumers.
Supported by a powerful media ecosystem, the campaign reached audiences through social media, digital content, experiential activations, influencer engagement, and community-driven storytelling. The result was a highly visible initiative that extended beyond traditional marketing, becoming a platform for cultural participation and brand engagement.
The campaign demonstrated Nike's ability to inspire, empower, and connect communities at scale while reinforcing its position as a global leader in sport and culture.
The Challenge
Develop a campaign that authentically connected Nike with emerging creators, athletes, and cultural leaders.
Create a cohesive brand experience that balanced Nike's global influence with local community engagement.
Design creative assets and storytelling that would resonate across multiple audiences and platforms.
Generate awareness, participation, and excitement around the Cultivator initiative.
Maintain brand consistency while highlighting the unique stories and voices of participants.
Create meaningful engagement beyond traditional advertising through culture-driven experiences and content.
Deliver a scalable campaign framework capable of reaching audiences across multiple markets and touchpoints.
The Solution
Selected as 1 of 7 artists nationwide to participate in Nike's Cultivator program and develop an original footwear collection.
Created "The Current Conditions," a three-shoe collection designed to raise awareness for HIV/AIDS, Black social justice initiatives, and the Flint Water Crisis.
Leveraged design as a platform for social impact by partnering with nonprofit and charitable causes connected to each footwear concept.
Developed the creative direction, storytelling, color strategy, and campaign narrative behind the collection.
Generated significant media coverage through local news, digital publications, and social media exposure surrounding the launch.
Donated 100% of personal royalties from the collection to charitable organizations supporting the causes represented by the footwear.
Helped demonstrate how product design, storytelling, and community engagement can create meaningful impact beyond traditional retail.
Deliverables
Footwear Design
Creative Direction
Campaign Concept Development
Product Storytelling
Color & Material Strategy
Brand Narrative Development
Nonprofit Partnership Integration
Marketing & Promotional Assets
Community Engagement Initiatives
Media & Press Support
Presentation & Pitch Materials
Services Provided
Creative Direction
Footwear Design
Concept Development
Campaign Strategy
Product Storytelling
Color & Material Design
Brand Narrative Development
Nonprofit Partnership Development
Community Engagement
Marketing & Promotional Strategy
Public Relations & Media Outreach
Presentation Design
Richmond NBC12 New Coverage
Results
Transformed a footwear collection into a platform for social impact, raising awareness for HIV/AIDS, social justice initiatives, and the Flint Water Crisis.
Demonstrated the power of purpose-driven design by connecting product, storytelling, and community engagement around meaningful causes.
Expanded the reach of the campaign through media coverage, public engagement, and charitable partnerships.
Helped generate funding and visibility for nonprofit organizations while donating 100% of personal royalties to support their missions.
Established credibility as a footwear designer and creative leader through a national collaboration with Nike.
Showcased how design can create cultural conversations, inspire action, and deliver impact beyond the product itself.
Built a body of work that continues to serve as a benchmark for combining creativity, community, and social responsibility.
"While many designers use product launches to build personal recognition, Baskfield used the Nike Cultivator platform to elevate causes larger than himself—donating royalties, partnering with nonprofits, and proving that design can be a catalyst for meaningful change."
— Seven Sharks Podcast"Selected as one of only seven artists nationwide, Baskfield developed a three-shoe collection that combined storytelling, community engagement, and purpose-driven design."
— Feature Coverage on Nike Cultivator"Rather than profiting from the project, Baskfield donated 100% of his royalties to charitable organizations, demonstrating how design can create meaningful impact beyond the product itself."
— NBC 12 Feature Story