RIO WORKSHOP – AJ3 X BALVIN.
“After sunset comes the night” was the concept behind an after-hours workshop we held to celebrate the launch of the AJ3 X Balvin.
The Problem
With the release of the second drop of AJ3 X Balvin, we needed to capture the essence of Latin American creativity and street culture, while also building excitement for the launch. To engage a wide audience and position the collaboration as more than just another sneaker drop, it was crucial to connect the product with the cultural identity of the region.
The Solution
We hosted an after-hours workshop in Medellín, bringing together creative talent from across LATAM.The participants developed visual concepts through a design challenge, crafting t-shirt prints that represented Latin culture.The winning design, inspired by Latin street lettering and regional poetry, was printed on promo t-shirts. As a reward, the creator was flown to London to meet J Balvin at his final concert of his European tour, where she presented the tees to him personally. This unique journey showcased the power of Latin street culture and left a lasting impact on the global sneaker community.
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