JUICE celebrates the legacy of Nike’s iconic Dunk silhouette, partnering with the Swoosh to launch the highly-anticipated “Michigan” Dunk High SP in Hong Kong. With a special giveaway and a digital activation, JUICE takes part in the #TRUETOYOURCREW initiative and enlists the brand’s friends and family and of course, our own JUICE crew to celebrate. 

Originally released with bold color-blocking details, the first Dunk colorways represented different American colleges in the “Be True To Your School” campaign. Over time, these colors have become iconic color palettes and with the reintroduction of the Dunk series, JUICE looks to revive the school spirit theme with a little more fun. 

Taking a cue from the Dunk’s roots in school spirit, JUICE is launching a campaign inspired by old yearbooks and celebrating the JUICE Class of 2020. The campaign features OG hip-hop artists Chef and DJ Prepare from 4PK, as well as new school singers and frequent collaborators Tyson Yoshi and Tiab. Both groups represent their own crews while also showcasing JUICE’s longevity in Hong Kong’s fashion scene. 

Alongside the campaign is a social media activation and special Instagram stickers launching the shoe through a digital competition, asking participants to snap their favorite pair of Dunks for a chance to win the “Michigan” Dunk HIgh SP. The shoe will pre-launch in Hong Kong at JUICE Causeway Bay through an online raffle starting on September 14 with pickups on September 19. 

To celebrate the re-debut of the classics, JUICE created an exclusive “uniform” for JUICE friends and family - a gift with purchase for raffle winners, a Nike x JUICE store Dunk High SP T-shirt.

The graphic motif touches on the first JUICE store location set in Hong Kong, showcasing the iconic harbor view with a mix of the Nike Dunk elements, highlighted by the campaign name #TRUETOYOURCREW.

Please stay updated on the @juicestore Instagram and Facebook pages for latest release details.

JUICE Causeway Bay: Shop A, 9 Cleveland St, Causeway Bay

TAG US: @JUICESTORE, @NIKEHKG

HASHTAGS: #TRUETOYOURCREW #SWOOSHFRIDAY #JUICESTORE #NIKEHKG