Focus

ICNCLST supported Nike’s ongoing partnership with MoMA Design Store to launch a series of limited-edition co-branded products, beginning with the MoMA Nike Everyday Sock. The goal was to fuse performance, design, and culture while celebrating the intersection of sport, fashion, and everyday inspiration.

Execution

The MoMA Nike Everyday Sock features Swoosh and MoMA branding on the calf with “Just Do It” stitching at the toe. Technical features include shock-absorbing soles and moisture-wicking materials for on- and off-field support. ICNCLST coordinated the product design, creative direction, and launch strategy, making the sock available exclusively at U.S. MoMA Design Store locations, with proceeds supporting the Museum’s educational programs.

Cultural Impact

Building on Nike’s historic ties to MoMA — including prior Air Force 1 exhibitions and collaborations — this release reinforced the dialogue between aesthetics, performance, and cultural relevance. The sock exemplifies how everyday objects can inspire, reflecting Nike’s philosophy that everyone is an athlete while showcasing MoMA’s commitment to accessible, carefully curated design.