Dazed Studio produced and creatively directed Nike’s Field General campaign, celebrating the legacy of American Football with the reintroduction of the classic Field General Shoe, released during peak football season surrounding the Super Bowl.

Featuring Nike athletes and trailblazers  including NFL superstar Colin Kaepernick, professional flag football player Janasia Wilson and New York Giants linebacker Kayvon Thibodeaux, the campaign highlights the shoe’s versatility — seamlessly bridging performance and personal style, both on and off the field.

Inspired by the classic “off-pitch” moments of sports history, we captured elite athletes in a candid, more personal setting as they integrate the Field General shoe into their personal style. Through nostalgic visual storytelling, we reimagine the sartorial narrative, blending authenticity with timeless appeal to spotlight the intersection of fashion and American Football.