Nike x Jacquemus 2024 Ad Campaign

Review of Nike x Jacquemus 2024 Ad Campaign by Photographers Renell Medrano and Deo Suveera with models Sha’Carri Richardson, Louis Baines, and Alek Maduk

The partnership between Nike and Jacquemus continues with another collection that brings the French brand’s signature chic luxury to the sportswear giant’s workout-ready gear. The latest collaborative collection is celebrated with a campaign by photographers Renell Medrano and Deo Suveera.

Medrano’s imagery stars American track and field athlete Sha’Carri Richardson, who ran 10.75 seconds to break the 100 m collegiate record at the NCAA Division I Championships and has been called the fastest woman alive, as well as being a style influencer and a queer icon both on and off the track. The classic studio portraits emphasize Richardson’s poised personality and powerful physique, while getting a stylish boost thanks to some awesome extra-long hair extensions.

Meanwhile, Suveera’s imagery situates the collection in its natural habitat of the gym. But these aren’t just any old photos of people working out; the images tap into Jacquemus’ signature spirit of cheeky artfulness as they offer a subtly erotic look at sweaty bodies stylishly wrapped in Nike x Jacquemus gear. The main highlight of the product offering is undoubtedly the swoosh bag, a clever riff on Nike’s iconic logo, and which is put front and center in several of the images.

With a meaningful casting choice, smart riffs on logomania, and striking imagery that is perfectly engineered to grab attention on Instagram, the campaign is a decisive statement of Jacquemus’ refreshed take on an icon of athleticism.