Youths Reclaim City Through Urban Golf in Stunning Nike Campaign
Highsnobiety, Dare and ENVY Advertising channel urban chic to shake up perceptions of the sport
Forget everything you think you know about golf. Nike invites you to experience the sport as never before in this captivating campaign, which celebrates the launch of its new performance and style-led golf apparel.
Created in collaboration with Dare and Highsnobiety, the campaign shines a spotlight on the Cape Town-based urban golf collective redefining perceptions of the sport with its bold new energy. A breath of fresh air from the bland polo shirts and beige chinos that dominate golf-wear, we see the sport reimagined with serious attitude and sartorial flare, as we follow the youths transforming the city’s extraordinary landscape into their playground, and creatively reclaiming the space.
Tasked with imbuing the campaign film with the high-level of quality and depth of the original photography, ENVY Advertising’s Danny Wood delivered a sumptuous grade that perfectly complements the key elements of the promo.
Danny Wood, Colourist at ENVY Advertising, comments: “Matt Bolton of Dare approached us with a visually stunning look-book, so we had rich reference material to draw on. My main focus was to achieve consistency in the look and to celebrate the incredible environment that defines the film. It was important to allow each of the distinct identities – the products, the individuals, and their craft – to shine through, whilst uniting them visually.”
“The clear determination and passion from Matt to deliver both a cohesive and visually captivating film and look-book were all the motivation we needed,” comments Greg White, Executive Producer at ENVY. “His drive to compliment the core product as well as the subjects and environment was truly inspiring and made this a hugely pleasurable project for us.”
Matt Bolton, Creative Director at Dare, comments: “The ENVY guys are mind readers and magicians. They knew what we wanted from the off and delivered the film with a Houdini like finish. I try not to have favourites in the industry, but Danny’s one of them.”
Urban Golf is now live on Highsnobiety.