Dark Horses has worked with Nissan Formula E and esteemed sustainable fashion designer Mia D’Amato to create a brand new streetwear collection that is made entirely from upcycled and recycled decades old Nissan racewear.
To support the innovative launch, Dark Horses has created a unique vintage-looking digital campaign that showcases the inventive original designs in a lively and nostalgic film narrative, the work shows the authenticity of Portland as a city that is sustainably conscious.
Called Nismo Thrifted, the campaign will launch ahead of the inaugural ABB FIA Formula E World Championship race in Portland, Oregon, on June 24.
Nissan’s racing division – NISMO - was founded in Japan in 1984, its rich history inspired the new work. Nismo Thrifted encapsulates Nissan's journey from the racetrack to the streets, and showcases the brand's dedication to pioneering electric racing.
Teaming up with sustainable fashion designer Mia D'Amato (@Boho_Basement) Dark Horses and Nissan has breathed new life into pre-owned racing clothing, transforming them into exquisite pieces of wearable art. During the Portland E-Prix, the upcycled items will be on display and a selection of items will be worn in the paddock by Nissan Formula E drivers Norman Nato and Sacha Fenestraz. With this new campaign Nissan aims to reshape the brand's image among tomorrow's car buyers, specifically targeting the under-35 demographic.
The creative was shot entirely in Portland with US influencers Marisa Kay and Jacob Keller, opening with shots of the iconic city in vintage film style. A range of Nissan racewear through the ages is shown as the film treats the audience to a stunning blend of Mia D’Amato in action, designing and creating the collection with shots of the racing excitement. The influencers then reveal the finished designs, hitting the streets of Portland in various upcycled Nissan gear.
The campaign will launch across social media and digital platforms such as TikTok, Instagram, YouTube and Twitter. Additionally, a dedicated landing page on Nismo.com will serve as a hub for enthusiasts to explore and engage with the Nismo Thrifted collection. The campaign will also be showcased on various designer channels and influential social media channels, expanding its reach to a wider audience.
Paco Lopez, Creative Director at Dark Horses, said: “The work showcases the remarkable fusion of sustainability, motorsport, and fashion. Partnering with Nissan Formula E Team on this groundbreaking initiative reflects our own agency values and desire for a cleaner, safer, and more inclusive future. By turning vintage racewear into desirable streetwear, we not only celebrate the rich history of motorsport but also contribute to a waste-free world.”
Credits:
Adam Burns - Creative Director
Paco Lopez - Creative Director
Jezebel Carr - Creative
Ellis McKenzie - Creative
Simon Hanley - Senior Strategist
Alex Fearn - Account Director
Jake Mancer - Senior Account Manager
Leah Wattley - Producer
Ashley Teegler - Editor
