HS Work / Patta

Patta x Nike: The Next Wave

Legendary Amsterdam streetwear store Patta and Nike recently reunited to launch 'The Next Wave' Air Max 1 – a sneaker celebrating Black culture and the power of community. HarrimanSteel was tasked with landing the campaign in the three cities Patta is located:
Amsterdam, London and Milan.

The Patta motto of 'Each One, Teach One' (inspired by the African-American proverb) pays testament to the brand's ongoing ambition to create and foster a global community, exchanging different skills and disciplines along the way. For them, 'The Next Wave' is really about "aspiration and motivation... empowering and inspiring the next generation".

We worked collaboratively with Nike and Patta to create a bold retail install and a highly visible campaign which acted as a natural evolution of last year's Wave campaign. It extended across retail and OOH for two product drops, landing simultaneously across the three countries. At its core, the campaign focused on the stories of the mentors and masters that have shaped sneaker culture, and the many cultures that surround it.

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       HS Opinion / Challenging Convention 

'Bravery is our Brand'. How Ukraine is using advertising as a weapon of war 
By HarrimanSteel Junior Strategist, Anna Petrescu

What is it? 
When Ukrainian advertising agency, Banda, pitched the idea of a 'Bravery Campaign' to the government back in February 2022 (shortly after the Russian invasion), President Zelensky was quick to get behind it. "Bravery is our brand" he stated. "This is what it means to be us. To be Ukranians." And thus, the ultimate nation branding campaign was launched.

Inside the country, campaign messaging appears on everything from billboards to juice cartons, whilst overseas its reach has been equally as impressive (from Times Square to a floating screen in Stockholm). Its aim? To cultivate positive public opinion and a sense of solidarity with the West which, in turn, would continue to offer support to Ukraine. As well as acting as a morale boost for Ukrainians during the war, Banda emphasises the importance of the campaign's longevity: "The whole world admires the Ukrainian bravery now. We must consolidate this notion and have it represent Ukraine forever." 

Anna's take
This ‘nation branding’ campaign is something people seem to have very juxtaposed opinions on: some think it’s brilliant, others seem to find it quite mauvais ton. One thing is clear to me though: amidst the global coverage for the campaign, Banda first and foremost spoke to all Ukrainians. This work is a brilliantly refreshing pick-me-up for the people that are experiencing the war first-hand. A reminder of what sits at the core of what the country stands for; a North Star for those that have sought refuge elsewhere, but also a boost of morale for those still remaining at home.
 
As the media coverage fades, it’s important to remember that the suffering has not ended. So, for many, the bravery must continue.

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