When Nike partnered with Lil Yachty, we knew Yachty’s sound wasn’t about polish, it's about realness. For this sneaker drop, we saw a cultural opportunity to invite fans into Yachty’s world and reframe what “exclusive” means. Instead of limiting access by price or invite, we limited it by hustle – making fans at ComplexCon break through concrete blocks to try and find a pair of the new US FORCE 1s. Surrounded by flashy booths and high-end merch, our rough concrete wall stood out. It was raw. It was confusing. It was exactly what people couldn’t stop talking about. By aligning with the values of Yachty’s community (grit, creativity, and DIY energy) we didn’t just launch a shoe. We launched a movement.