Finish Line couldn’t just partner with Migos, they needed to make the brand fundamental to their lifestyle in order to gain the respect of hip-hop fans everywhere. Instead of focusing on selling one particular brand or product, Finish Line opened the door for Migos to take creative control and invest in the brand holistically.

The group was given creative control over the style and theme for product shoots, directing the vision on the production set and connecting Finish Line with their fanbase through curated posts on the accounts of their three members, Quavo, Offset and Takeoff.

Each element of the campaign came together to introduce a new take on sneaker culture, the Finish Line way.

The partnership began in August 2017 with Migos jumping in as creative leads. Migos directed the online lookbook, as well as a series of video advertisements, which rolled out in early 2018. As part of the partnership, Finish Line provided Migos a Gold Card to acquire shoes at any retail location. This allowance turned into a means for Migos to outreach their own community with a series of surprise shoe donations, including a visit to Quavo’s former high school. As the year continued, Migos was invited to perform at the NBA All-Star game, in which Quavo played in the celebrity game, wearing custom sneakers supplied by Finish Line. The group also held a separate performance sponsored by Finish Line during All-Star weekend at the iconic Capitol Tower. Lastly, when Quavo hosted a charity football game, Huncho Day On The Nawf, Finish Line stepped up to provide gear.

In an era where hip-hop is the most popular genre and its fans are notoriously hard to reach, Finish Line created the gold standard. Reimagining the traditional brand partnership, by positioning the artist as the lead and the brand as the supporting element. This innovative approach to partnership, marked the first time in 12 years that Finish Line would air spots across national TV, creating a breakthrough moment for both the artists and sneaker culture.

Furthermore, this mutually beneficially partnership led Migos to their most successful album launch to date. CULTURE II went no. 1 and positioned Migos as just the fifth rap group with more than one No. 1 album.