When James Harden crossed over Wesley Johnson he was coined a nightmare on the court. That moment was our jumping off point for how we would approach launching his nightmare colorway. We started with a strong creative direction that informed one of our key ideas, 1-800- NIGHTMARE, an actual 1800 hotline that consumers could call for help coping with nightmares. From this we created wheatpasting, jarring social content, and partnered with influencers and social illustrators to create a unique narrative that had a total reach of close to 10 million making nightmare one of the leading colorways of Harden Vol 2.