CHALLENGE

Firmly out of his lane and a far cry from the classic YouTuber venture, Cal created No Two Ways to defy the declining quality and inflated prices of the industry. Along with Rocky, he’s setting a new standard. One that’s reflected in the cult following their sneakers have amassed. So when Big Sneaker came calling, there was only ever going to be one answer.

But NTW didn’t just say no to BS, they took a stand the way they knew best. By launching limited edition sneakers. They challenged us to turn up the volume.

CHANGE

NTW was born on the streets of East London. So we took to the streets ourselves.

Together we built a campaign identity that broke every rule. A rat that goes where it wants. Type and iconography ripped straight from streets. An unmissable ‘NO’ symbol. Even a new wordmark for the masterbrand. No restrictive guidelines. Just a kit of parts to allow NTW to do what they do best.

The identity launched with the announcement. On the sneakers and then everywhere else: on pack, in store, on their website, on a football pitch, and even in the skies above Nike HQ in Portland.

No bullshit. No compromises. No two ways about it.

THANKS TO
Cal, Rocky, Tom, Richard and Ed