Nike Hufquake
— Shoe & Experience Design
When Nike partnered with HUF to design a sneaker rooted in San Francisco, we drew from a defining moment in the city’s history: the 1906 earthquake. To mark its 100-year anniversary, we created the Nike Hufquake, a shoe that reflects the impact, not the spectacle. Cracked leather nods to fractured streets, while smoke-toned accents evoke the aftermath. A custom logo and seismic scale graphic underscore the event’s magnitude with thoughtful restraint.
The Blueprint for Hype
Before pop-ups became the norm, we transformed an empty storefront into a fully immersive, quake-damaged retail experience—cracking floors, distressing walls, hand-painting murals, and layering the space in dust. The result felt raw, grounded, and unforgettable.
When the doors opened, the line stretched around the block and stayed that way for hours. It marked a turning point for Nike collaborations, helping lay the foundation for Tier 0 and shaping the future of limited-edition sneaker culture.
Photography: Mike Martin & Matthew Ecobiza For Hypebeast
All design and direction by Benny Gold, unless additional credits are listed