Nike     /    Lunar New Year 2023    –     2023

When the COVID-19 pandemic hit, New York’s Asian running community stepped up, breaking traditional cultural barriers to unify and support one another. To honor this resilience, Asian culture, and the Year of the Rabbit, we partnered with key figures from the community for a traditional family feast. During the gathering, runners discussed identity, culture, and sport, celebrating the ways the community has grown stronger and more united since the pandemic. The event highlighted the running community’s pivotal role in breaking down old codes and bringing the Asian community closer together.

Project Credits


Nike Team:
Copywriter: Emmanuel 'Manny' Maduakolam
Art Director: Alexa Mekita
Producer: Steph Hill Rabasa
Creative Director: Carlo Michelangelo Luetto
Brand Manager: Caedryn Schrunk

Extended team: Alex Huynh, Michelle Lee, Maria Young, Moe Dabbagh, Stephanie Ramos, Lindsey Becker, Terell Drayton, Isabella Trias, Bri Cubelo

Production Company: Ground Work
Director & Photographer: Christelle de Castro