Lakai: Earn Your Marks

• I’ve been known to show up to work

• in beat up shoes and stretched out shirts.

• But hey, at least I actually go into the office.

BRIEF: Running-shoe brands like New Balance and Reebok are now focusing on skate-shoes, which has crowded the market. Affirm Lakai’s position as the first-choice shoe for real skaters.

EXECUTION: We celebrated what sets us apart from all other sneaker markets—people buy our shoes to destroy them.