The NIKE DXTR Spring/Summer 2012 promotional posters for the popular sneaker brand celebrate the complexity of urban art.
With typography and illustrations fashioned in the animated yet abstract style of graffiti art, the brand tries to connect with a culture its customers can relate to. Vivid colors are used to complement complex pictorials such as icons of New York (the Statue of Liberty), basketball hoops, graffiti walls, shades and a subtle car freshener to symbolize how fresh the kicks are. The street style illustrations are raw and easily imagined to be plastered across the streets in Brooklyn.
The posters are effective because the underground nature of graffiti artists is a romantic concept to Nike shoe buyers, who also relate to displaying their talent in brazen and fantastic ways.