Deichmann’s Latest Campaign Breathes New Life Into Nike’s Revival Sneakers
Capturing the Initiator and Reax on rising stars Giuliano Poplawski and Emily Gretel.
This season, footwear retailer Deichmann taps the fresh and rebellious expression of the next generation to playfully showcase its new Nike Y2K collection with a modern-day feel.
Coming off its popular reintroduction in March, the two-piece range sees the return of the Nike Initiator – a sporty silhouette with mesh panels and a thick sole – which drops this month in a muted “Beige” colorway. The chunky Initiator is also joined by the Nike Reax. Boasting a contrastingly streamlined shape, the technical sneaker makes its debut in the brand’s sneaker library with an all-black body and accents of gold on its Shox-style spring platform.
To mark their arrival, the latest campaign titled “It’s On Us” features the two silhouettes on the feet of seasoned Milan Fashion Week model and content creator Giuliano Poplawski as well as style tastemaker and host of Icon League sports show Emily Gretel. Both shaking up their respective fields in more ways than one, the campaign channels their forward-thinking attitude to confidently reposition the Y2K silhouettes for today’s experimental fashion tastes, styling them alongside a hybrid blend of active and casual looks.
Discover the full campaign in the gallery above. To shop the aforementioned models, head to Deichmann’s website or European stores.
