OHANKYUL

Nike Cortez FA23

Nike Cortez FA23

 

THE Approach

craft the campaign around the concept “Stride With Ease” — capture the effortless cool of misfits who lead rather than follow. showcase artists who embody originality, creativity, and unapologetic self-expression (singer Yoon Ji-young and Choi Jung-hoon of band Jannabi). leverage their personal stories to reinforce the Cortez persona of independence and authenticity. use Elevated DIY Visuals Inspired by zine aesthetics and analog textures, and avoid polished perfection. emphasize candid, raw, and charismatic styling moments — positioning Cortez as a cultural symbol, not just a product.

The Brief

For 2023, Nike partnered with ABC MART Korea to reintroduce the Cortez — Nike’s iconic early running shoe — alongside classic silhouettes like the Air Max and Vomero. The goal was not only to boost sales but also to reassert the Cortez’s identity: a symbol of freedom, rebellion, and individuality. Rooted in its history as an outsider sneaker, the Cortez was positioned to resonate with a new generation of Gen Z independents who express themselves freely, channel Y2K culture in their own way, and reject mainstream conformity.

 
 

CLIENT Nike Korea

BRAND TEAM Myungjin Seo, Sol Oh

CREATIVE DIRECTION & STILL VFX Hankyul Oh

ART DIRECTION Seoyun Lee

DIRECTOR SALTFILM (KUW)

FILM VFX Jaehwan Hwang (CAPRA)

PHOTOGRAPHER Sangjun Park

EXEC PRODUCER Seunghwan Lee (KUW)

The Result

Launched across Nike Korea and ABC MART, the campaign revitalized the Cortez as a symbol of originality and independence. Featuring cultural catalysts like Yoon Ji-young and Choi Jung-hoon, the work resonated with korean GenZ’s obsession with Y2K aesthetics while staying true to the Cortez’s outsider identity. The campaign not only boosted visibility for Cortez but also drove renewed interest in Nike’s broader classics portfolio, including Air Max and Vomero.