Nike SB

A phrase that sounds like a threat. An alarmist, almost reactionary slogan. With Fear The Youth, the campaign subverts this stigmatizing statement to reveal its irony: youth has never been a danger — it is the driving force. The driving force of innovation, irreverence, and disruption.

Throughout history, it is those who challenge the status quo who push boundaries. Skateboarding is the perfect example: long perceived as marginal, forbidden, and associated with delinquency, it is now an Olympic sport.

Through this capsule collection, Nike SB celebrates this raw energy. The energy that breaks the rules. The energy that rejects the established order. The energy that transforms the street into a canvas for expression — and the world into a playground.