Ad of the Day | Kids of Immigrants and Nike Launch Air Max SNDR Collab With Generation-Spanning Short Film

Dec. 16, 2024

Lifestyle brand Kids of Immigrants (KOI) and Nike announce the launch of their much-anticipated collaboration, The Kids of Immigrants Nike Air Max SNDR, with a new short film directed by David Camarena from award-winning creative studio Even/Odd. Set in NYC, the story captures the deep reverence for family and community that drives the brand, embodied by one of the year’s best sneakers that also acts as a canvas for the immigrant experience.

Founded in Los Angeles by Daniel Buezo and Weleh Dennis, Kids of Immigrants has spent nearly a decade in streetwear, paying homage to their namesake: first-gen kids, their parents, and the communities they forge. Appropriately, The Kids Of Immigrants Nike Air Max SNDR features mission-centered flourishes – grid webbing representing longitude and latitude lines, gorgeous gradients, and custom design touches – including “KIDS OF IMMIGRANTS” across the outsole of the sneakers and “JUST DO IT. TOGETHER” on the sock liners.  Each pair also comes with a phone card, familiar to anyone who grew up using them to make international calls home.

The film – shared across the brands’ social media channels and the KOI website – features Daniel Buezo and other community members waiting impatiently for a chance to use a payphone to call their family a world away. The sights and sounds of New York permeate the video, turning the city itself into a character representing resilience, diversity, and the pursuit of dreams. The film offers a behind the scenes glimpse of the team’s real parents, on set to underscore the film’s message and to celebrate the shared narrative of countless immigrant families whose journeys inspire us daily.

Even/Odd director David Camarena said:

“Having the brand's immigrant parents involved was a beautiful thing. Seeing them experiencing and collaborating on set for the first time was a blessing. This campaign is more than a collection of images—it’s a love letter to the communities that shape us. It’s a celebration of heritage, family, and the power of staying true to your roots.”

 

For Even/Odd, KOI, and Nike, the short film is a collaboration born from a belief in telling authentic stories.

Camarena explained:

“Partnering with a production company that shares your values is essential for bringing stories like these to life. A shared vision ensures every decision – casting, locations, and storytelling – aligns with the deeper purpose of celebrating heritage and community. When your creative partner understands the importance of honoring roots and amplifying real voices, the result is a film like this one that resonates genuinely and powerfully with your audience.”