Hibbett x new balance 1000

Bringing dynamic energy to a classic silhouette for a New York City summer.

The Brief:

The brief originally focused on a straightforward transitional grid — simple movement, static layouts, and product swaps to highlight the New Balance 1000 Summer Collection for Hibbett’s seasonal campaign.

Creative Approach:

While the initial framework was clear, I saw an opportunity to build something that felt more dynamic, emotionally resonant, & culture driven.

Instead of flat product transitions, I reimagined the piece with a 3D inspired rotational movement — giving each sneaker a floating, hero like presence. The goal was to elevate the product’s status, create stronger visual contrast, and inject the feeling of motion & energy that defines summer.

Music played a big role in setting the tone. I intentionally sourced a hip-hop instrumental that captured the vibe of a New York City summer evening — think ‘Hey Arnold!’ rooftops, golden-hour streets. It added a rhythmic breath to the piece & helped align the work more naturally with Hibbett’s youthful, urban audience.

Enhancing Workflow with AI:

In shaping the visual language of the piece, I used AI selectively to enhance specific details — refining shadows & deepening the lighting around the sneakers to create stronger realism & spatial presence.

AI was a tool, not a crutch — it helped streamline the workflow without ever replacing creative decision making. Every choice stayed grounded in the original emotional & visual strategy.

Result:

The final asset was deployed as part of Hibbett’s Summer 2025 digital campaign, running across social platforms & speaking directly to youth driven, urban lifestyle audiences through a motion led visual identity.