this series was the first set of nike sponsored shoots with photographer, terry richardson. the effort was targeted especially towards opinion leaders within the US; those who appreciate innovative designs that first and foremost are functional, but also happen to be stylish and chic. the focus was to create visuals that were appropriate for the market, yet filled with the energy that embodies the nike brand.
ceft and company was the first agency to shoot with fashion photographer terry richardson for nike. there were many raised concerns and eyebrows in the beginning, but the work proved to be a success and consequently led to another shoot. soon after, nike corporate would approve to hire photographer terry richardson to shoot its global campaign made up of a series of portraits of various athletes under contract.