The Nissan Formula E team in harness with the auto manufacturer’s NISMO racing division teamed up with sustainable fashion designer Mia D’Amato to create a new ‘Nismo Thrifted’ streetwear collection made entirely from upcycled and recycled decades old Nissan racewear.
To support the collection’s launch, sport and entertainment agency Dark Horses created a vintage-style digital campaign, also titled ‘Nismo Thrifted’, promoting the original designs and positioning them as wearable, retro, sustainable works of art and creativity.
Nissan’s racing division NISMO, which was founded in Japan in 1984, its rich history inspired the new work. ‘Nismo Thrifted’ also aimed to tell a story about Nissan’s history and its journey from the racetrack to the streets, as well as its dedication to the pioneering electric racing series.
Indeed, the campaign launch was timed to leverage spiking racing interest around the inaugural ABB FIA Formula E World Championship race in Portland (Oregon) on 24 June.
Spanning social media and digital platforms (including TikTok, Instagram, YouTube and Twitter and on various designer channels and influential social media channels) and led by both video and still executions, the campaign was shot on the streets of Portland (with US influencers Marisa Kay and Jacob Keller) in the style of a vintage fashion shoot with the objective of introducing the collection and bringing it to life in what is often referred to as one of the world’s most sustainable cities.
The campaign was spearheaded by a nostalgic, hero spot showcasing the pre-owned/pre-used racewear clothing through a lively, yet nostalgic film narrative focused on authenticity and sustainability. The film features Nissan racewear through the ages and shows designer D’Amato in action working on developing and creating the collection blended with footage of racing action and excitement, before the influencer pair reveal the final designs on the streets of Portland.
The executions also seek to drive viewers to a dedicated landing page on Nismo.com which serves as a digital hub for fans and fashion enthusiasts to explore and engage with the Nismo Thrifted collection.
As well as the ad creative, during the Portland E-Prix, the collection was on display in a pop-up and some items were worn in the paddock by Nissan Formula E team including drivers Norman Nato and Sacha Fenestraz.
“The work showcases the remarkable fusion of sustainability, motorsport, and fashion. Partnering with Nissan Formula E Team on this ground breaking initiative reflects our own agency values and desire for a cleaner, safer, and more inclusive future,” commented Dark Horses Creative Director Paco Lopez in the campaign launch PR. “By turning vintage racewear into desirable streetwear, we not only celebrate the rich history of motorsport but also contribute to a waste-free world.”
The agency was Dark Horses where the team included Creative Directors Adam Burns and Paco Lopez, Creatives Jezebel Carr and Ellis McKenzie, Strategist Simon Hanley, Account Director Alex Fearn, Account Manager Jake Mancer and Producer Leah Wattley.
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The umbrella aim of the campaign, is to reinforce Nissan’s objective of repositioning its brand’s image among future car buyers and users with a primary focus on targeting the under-35 demographic.
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