Nike wanted to celebrate the relaunch of the original Dunks in a way that paid homage to the sport that gave birth to the Dunk, all the while staying rooted in the skate culture that made the shoe what it is today. What resulted was the Nike BE TRUE zine.

What resulted was an OOH installation that did more than talk to people, it let them take home an exclusive piece of the relaunch of the Nike Dunk – the original urban streetwear shoe.

With the Zine Machine’s strategic placement outside stores like Alife and Dave’s Quality Meat in NYC and LA, the BE TRUE zine quickly became a sought after piece of popular culture. Zine spreads showed up on design blogs and on both commercial and individual websites. A set of the four zines was even sold on eBay as a hard to get collectors item. In the end, the BE TRUE zine successfully told the history of the Dunk while celebrating the relaunch of the shoe that has become a cultural icon.