We've never seen a Black BMX athlete, one that doesn't compete, successfully become the face of the sport we know as BMX, and against all odds, not only does he defy gravity but also has shown the world just how boundless the bicycle truly is.
Pro BMX athlete Nigel Sylvester and Jordan Brand together embarked on the most anticipated sneaker release of summer 2024, titled “Grandma’s Driveway" with two different colorway drops available to the public - Fence Green in July ‘24 and Driveway Gray in August ‘24.
The objective was to showcase creativity and position Nigel Sylvester as an innovator in BMX by blending biking culture with compelling storytelling. We hoped to increase brand engagement by capturing attention and creating a viral moment to engage both BMX enthusiasts and a broader audience. We wanted to highlight Sylvester's ability to transcend traditional BMX stunts, connecting them with relatable and nostalgic themes. The campaign infused elements of Nigel’s personal significance and cultural pride to resonate with diverse audiences.
Nigel and Jordan Brand together embarked on the highly anticipated “Grandma’s Driveway,” sneaker release inspired by the moment he first fell in love with riding on tricycle in his grandma’s driveway. Nigel released two colorways of the new AJ4 RM - Fence Green in July and Driveway Gray in August - honoring his BMX roots and paying homage to Grandmother.
To bring the story of this sneaker release to life on screen, Nigel co-directed and wrote a visually stunning hero campaign video titled “Grandma's Driveway”–which he filmed on April 9th in his grandmother's actual driveway in Queens, New York–where he first fell in love with bicycle riding. The visual, featuring acclaimed “Family Matters”’ actress Jo Marie Payton portraying Nigel's grandmother, pays homage to Nigel's humble beginnings and his close relationship with his grandmother, who encouraged his journey to become a professional BMX athlete. It highlights his journey from learning to ride his bike in his grandmother's driveway to the triumphs and challenges on the path to becoming one of the premiere faces in the world of sports, showcasing the transformative power of passion and dedication.
Additionally, on July 13th, Nigel hosted the second annual GO Ride event. It kicked off in London and culminated in New York City, spanning over 30 miles across the Atlantic, all within 24-hours to unite cycling fanatics and BMX riders around the globe with over 1500 riders attending.
His first shoe drop on July 20th sold out and was only gifted to a select few close family and friends. The ‘Fence Green’ color-way was inspired by the color of the fence in his grandma’s driveway.
Both Fence Green in July ‘24 and Driveway Gray in August ‘24 sold out instantly around the globe.
Over the summer, the release of the shoes received coverage in top-tier national outlets as well as prominent culture, business, sports, and sneaker publications The team achieved over 2.7 billion impressions, securing a cover for Nigel in Wonderland’s summer 2024 issue and features in outlets like Hypebeast, Complex, Good Morning America, GQ, and more. Nigel appeared in broadcast segments and on magazine covers.
To date, the campaign and the sneaker drop include 259 pieces of media coverage totaling over 2.7 billion media impressions and 209 pieces of social coverage totaling over 303 million social media impressions.
