REJECTION FUELS CRAZY
A shoe rejected by the establishment becomes the shoe of the creator.Rejection is part of the game, but Crazy is for those who have faced it and thrived. A defiant spirit takes shape as a bold silhouette, designed to oppose any obstacle.
The concept for the FW18 Crazy BYW campaign is inspired by the shoe’s history history of rejection from the basketball establishment. We explored rejection as an experience essential to the human condition. How it both comes from fear and feeds off of it. How it attacks our need to belong. How we get through it all. And ultimately, how it shapes who we become.