https://hypebeast.com/2025/7/delta-airlines-nike-air-force-1-low-release-info
Too often in our industry, ideas presented during the RFP process are later seen, sometimes in altered form, executed by the brand or a different agency, without credit or compensation.
While it’s part of our reality that not every pitch is a win, and disappointment is part of the creative process, what’s not acceptable is seeing your team’s work—strategic, conceptual, visual—reflected publicly without acknowledgment after being respectfully passed over.
As a creator and a creative leader, this situation is disheartening. Not because we lost, that happens, but because our work matters. These ideas were born from months of collaboration, iteration, and imagination. For those of us whose careers are built on portfolios, books, and proof of ideas brought to life, moments like these leave us questioning where ownership ends and appropriation begins.
This note is not about legal action; it’s about respect. Respect for the process. For the people. For the principle.
To Delta Air Lines, I’d like to say this: the “Air Force 100s”—a celebratory sneaker created to honor Delta employees for their dedication and role in helping the airline ‘Keep Climbing’ for 100 years originated as a pitch concept submitted during your RFP process. The original idea was more than a product drop. It was an interactive experience in partnership with NikeID: a personalized storytelling platform where Delta employees could select elements (colors, icons, badges, etc.) inspired by the airline’s history to customize their own 1-of-1 Air Force 100, tied to their Delta journey. It was immersive, thoughtful, and brand-connected.
What’s now been released may differ in execution, but the ‘sole’ of the idea remains and it started with us.
Deep appreciation to the team that brought it forward with integrity and brilliance:
Sarah Dillon – Executive Creative Director, Reese Carpenter – Creative Director, Treeva Royce – Design Director, Aaron Knaup – Senior Designer, Lisandro Neris – Designer, Natalie Rockhold – Designer, Project Manager - Jessica Arnone, Jill Goldfarb - Director of Production, David Hyun - Director of Production, Jared Kirshner - Head of Accounts