In 1997, Nike briefed us (Wieden+Kennedy Amsterdam) to create a print campaign showcasing their category leading products. But we came back with an idea for a concept album. And they bought it. I travelled the world recording interviews with Nike athletes, then worked with Mo' Wax to turn them into trip-hoppy tracks. This was way before Spotify, so the album was given away as a CD on the cover of leading lifestyle magazines. I don't know how many trainers it shifted, but it was certainly one of the most interesting projects I've ever been involved with.