Venturing into my first talent management role courtesy of Mental Health Advocate, Liz Beecroft, our first project together was in tandem with Nike and We Are Cultivator (now known as Nike By You). The project allowed a select number of tastemakers to develop their own shoe with a unique story to back.

 

The Nike “In My Feels” Air Max 270 React was created to help fight the stigma that surrounds the conversation about mental health. Proceeds from sales went to support the American Foundation of Suicide Prevention (AFSP. Within 24 hours, the shoe sold out.

 

With no supporting budget, major press outlets included: HighSnobiety, Footwear News, HypeBeast, Shape, Teen Vogue, PopSugar, Bustle, Complex and more. A pre-launch event was also produced at Kinfolk where other forms of merch were created to give additional proceeds to AFSP.