German retailer Deichmann unveils its latest “EXPECT THE UNEXPECTED” campaign reintroducing Nike’s Y2K-classic Initiator sneaker.
The runner-style sneaker itself adopts a classic early ‘00s aesthetic. Boasting a chunky silhouette with a breathable mesh upper, and metallic overlays sitting on a comfortable outsole, the Initiator arrives in an array of tonal and bright colorways.
Fronted by Berlin-based trendsetters SAMPAGNE and MHOOLAN, the retailer also taps the former to create the official soundtrack of the campaign’s partnership. Inspired by the model’s Y2K legacy, the visuals see them adorned in retro pieces embracing bold takes on iconic ‘90s styles to complement the sneaker — spotlighting the various Initiator colorways and how they seamlessly fit into a vintage wardrobe.
The “EXPECT THE UNEXPECTED” campaign also explores the theme of being an initiator, aptly taking from the sneaker’s name, with both of the industry-shaking creatives delving into what makes the shoe a perfect fit for their journey. “To become a true initiator, it often takes boldness to do something that is not common or has not been done before,” says SAMPAGNE. “For me, this is just where creativity, style, and inspiration come together and start a process of transformation that creates newness. Sometimes you just simply need to do something unforeseen to reach a new level.”
See the “EXPECT THE UNEXPECTED” campaign visuals above. For more information, and to shop the Nike Initiator, visit the Deichmann website.
