About the Client
Nike is synonymous with innovation and cultural relevance. For the launch of the Blazer '72 Fall collection—a true icon in Nike’s legacy—they sought to elevate their campaign with a sound that would feel both classic and current.
The Project
For this campaign, Nike and creative agency Circus Family Amsterdam invited us to compose a unique, beat-driven music piece for the Blazer '72 Fall release. The brief was clear but challenging: deliver a sonic experience that captures the model’s enduring spirit while resonating with today’s audience. In short, create a timeless beat to match a timeless sneaker.
Our Approach
We always take time to understand the brand, their story, and what the product evokes. For the Blazer '72, it was about blending edge and familiarity—all within a recognisable yet fresh framework. The campaign called for a rhythmically engaging track with tangible human energy at its core. We purposefully operated across several genres to create a sound that was flexible enough to stand out in 2024 while also feeling connected to the sneaker’s history.
Our process started with a finely tuned search for those key sonic threads—textures and rhythms that felt both nostalgic and modern. We layered analog and digital elements to create a groove that never felt too polished, preserving a sense of warmth and authenticity. Percussion was a primary focus: every hit, shuffle, and accent was carefully selected and processed, lending the composition its heartbeat.
We leaned into subtle movement using automated effects and careful mixing, making sure the track had both drive and emotional lift. Additional textures and melodic fragments were chosen for their ability to reinforce the campaign’s energy without overshadowing the visuals.
"We wanted a beat that instantly feels both familiar and fresh—the sonic equivalent of stepping into your favorite sneakers, no matter the decade."
Throughout, we collaborated closely with the creative teams at Nike and Circus Family, iterating on both musical layers and detail-level sound design. Every nuance was intentional, from the arrangement to the final mix.
Why?
At THNDR, we believe that a campaign’s music should extend the product’s story, not just accompany it. Crafting the sound for the Blazer '72 campaign was about honoring Nike’s classic while reflecting today’s cultural pulse. We take care to find balance between trend and timelessness—between what’s instantly catchy and what lingers.
"Every sound we craft is about more than music. It’s about creating anticipation and resolution—the same feeling you get watching lightning strike and hearing thunder roll."
Ultimately, our approach reflects our studio philosophy: to create music and sound design that is intentional, emotionally resonant, and always serves the bigger brand narrative.
