Campaign
/
Photography
/
Strategy
TRAIN TO COURT
(
3
)
/ About the project
XT Max needed to make a technical argument — barefoot-level ground feel plus training protection — feel earned, not just spec'd. The campaign was positioned around "Feel the Power": the idea that power isn't added by more shoe, it's generated through connection to the ground, and removing interference lets an athlete's own strength and control show up more clearly.
Bringing that idea to life meant a parter led content video writing the script and art directing a video campaign shot in Detroit with NBA power forward Isaiah Stewart, moving between a gym and a basketball court to physically tell the "train to court" story the concept was built on — and featuring both XT Max and X1 to get two product stories out of one production. It was also the first Xero launch to use a dedicated teaser landing page, with UI/UX component assets I designed specifically for it.
/ Credits
Client:
Xero Shoes
Art Director:
Lexie Palmer
Photographer:
Jonndre King
Collaborators:
WME Sports, Pylon Animations
Channels:
Email, Paid Ads, Web
/ Year
2025
/ EXECUTION
Concept & Visual Direction
Clarity of movement, efficient force transfer, and stability under load — the campaign's core visual argument, built around athletes in control rather than "corrected" by their shoe
Confident, focused tone — performance framed as natural and earned, not manufactured by product features
Shot on location in Detroit between a gym and a basketball court, physically staging the "train to court" narrative rather than illustrating it through graphics alone
Featured both XT Max and X1 in the same shoot, maximizing the production to tell two product stories through one athlete and one location
Campaign Applications
Video — Script and art direction for a campaign video shot with Isaiah Stewart, spanning training and on-court movement to demonstrate ground feel and force transfer in action
Landing Page — UI/UX design for Xero's first dedicated teaser landing page, including animated tech videos explaining the shoe's ground-feel technology
Paid Social — Teaser campaign built anticipation ahead of launch
/ RESULTS
The teaser campaign generated 500+ signups ahead of launch, a new benchmark for building demand before a product was even available. XT Max launched mid-week and sold 400 units, driving roughly $50K and beating first-week expectations by 34%. Men's colorways led performance, with 2 SKUs driving 272 units (68% of total sales), while all 3 women's colorways performed evenly at roughly 44 units each.
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