Nike Cortez

This Nike Cortez passion project took off shortly after I touched down in Portland back, OR, back in 2017, and began my journey with Nike. Missing the vibrant heartbeat of LA, I drew inspiration from my love for the city and its rich culture to craft a concept that would give the Cortez—and the culture it represents—the spotlight it deserves to soar in the market.

While Nike does a fantastic job honoring the shoe and its legacy during the Cortez Anniversary, there’s room to take it further. The story of the Nike Cortez is deeply rooted in LA, particularly in its 'Chicano' culture, but its influence stretches far beyond the City of Angels. Paying homage is a great start, but paying respect? That’s where the magic happens.

The Nike Cortez isn’t just a sneaker—it’s a cultural icon, a symbol of identity, and a movement with a global footprint. Yet, many within this vibrant community feel overlooked and underrepresented. It’s time to connect with them in a way that’s as bold and unapologetic as the Cortez itself, embracing it not just as a popular sneaker but as a cultural emblem.

This project envisions paving the way for Cortez and its culture to thrive through authentic storytelling, graphics with a cultural aesthetic, innovative product updates, fresh colorways, a unique capsule collection, grassroots marketing, and amplifying their stories to the world through five key pillars: sport, style, cars, music, and people.

Yours truly conceptualized and brought to life every graphic, Nike Cortez update and collab, capsule collection clothing design, and guerrilla marketing mock-up.

Services: Art Direction, Concept Development, Creative Direction, Fashion Design, Graphic Design, Illustration

These graphics and iconography are a true reflection of the cultural aesthetics of Chicano culture. The use of "Olde English" script in Chicano art isn’t just for show—it’s a symbol of authenticity, a stamp of something official. Its roots in America trace back to Mexico City, where it adorned street signs, birth certificates, diplomas, and awards, eventually spreading across Latin America through hand-painted signs.

"Olde English" has become a cornerstone of Chicano street art, seamlessly blending with straight lines and script to create the bold murals and graffiti that define the movement. It’s more than a style—it’s a cultural signature, rich with history and meaning.

Imagine if the Cortez had been part of the first Nike + Sacai collab alongside the Blazer. With the same collaborations and updates as other iconic silhouettes, the Cortez could easily command the same level of appeal and notoriety. Now, picture this: a Space Hippie Cortez or a Jordan collab with the classic Elephant print. How cool would that be? The possibilities are endless for this cultural icon to shine even brighter!

Los Angeles street culture embraced the Nike Cortez like no other, with Mexican and Black communities leading the way. These rich cultures are defined by a unique blend of elements—distinct clothing, hairstyles, mannerisms, language, music, and, of course, Lowriders.

Lowriders are more than just cars; they’re a lifestyle. Chevy reigns supreme in lowrider culture, especially models like the Impala and Monte Carlo. Their affordability, sleek bodywork, and clean lines make them perfect for customization and the iconic "low and slow" aesthetic.

At the heart of this culture is LA’s legendary Felix Chevrolet dealership. Founded in 1922, it became a cultural landmark when it adopted Felix the Cat as its mascot in 1957, cementing its place in lowrider history.

Now, imagine infusing the Nike Cortez with lowrider culture—combining original Chevy colors with the Cortez and bringing it to life through the Nike by You paint booth. It’s a match made in cultural heaven!

Chicano style isn’t just a fashion statement—it’s a vibrant celebration of Mexican-American heritage that took root in the mid-20th century. Born from a powerful movement of self-expression, cultural pride, and the fight for rights, this iconic style blends streetwear swagger with bold symbols and traditional Mexican influences. Think flannels—practical, stylish, and a staple of the 1960s-70s—and raw denim jeans, a nod to Chicano fashion’s undeniable impact on denim culture. And let’s not forget Ben Davis and Dickies, the working-class hero turned Chicano wardrobe essential.

I created the Cortez capsule collection drawing inspiration from the timeless essence of Chicano style, reimagined with a fresh, modern twist and a splash of contemporary color.

To keep it real and rooted in the culture, grassroots marketing is the way to go. It’s about staying authentic, connecting directly with the streets, and building genuine relationships with the community. No flashy gimmicks—just raw, unfiltered engagement that resonates with the people who live and breathe the culture. After all, the best way to honor the spirit of the streets is to meet them where they are, with authenticity leading the charge.