Nike enters the Wu-Tang world

Directed by Ben Solomon through Afterhrs, this easter-egg-laden campaign pays homage to the enduring cultural imprint of sportswear brand Nike and hip-hop collective Wu-Tang Clan, marking the re-release of their treasured sneaker collaboration, the Dunk.  

At the heart of the initiative are two punchy films narrated by rapper and Wu-Tang founder Raekwon, featuring fellow founder The GZA alongside basketball trio The Nova Knicks.  

The first film, Ice C.R.E.A.M., layers references to the group’s gritty lyrics, use of martial arts sound effects, and the iconic yellow colour blocking of the Wu-Tang logo. The second film, The Hive, enlisted the help of VFX luminaries Carbon and New York beekeeper Andrew Cote who, with his team, brought in six beehives, constituting nearly a million live bees.  

“For me as an artist and for so many of my generation, especially as a child in the 90s in NY, there’s no brand as significant impactful as Nike and no musical group as significant as Wu-Tang,” shares Solomon. “To be able to bring my creative vision and twist to two entities that have inspired and define the look, sound, and feel of what I aspire to create was a dream opportunity.”