Alexa Edgerton
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OluKai Miki Lī Campaign

The women’s Miki Lī was OluKai’s first endeavor into the athletic “trainer” style footwear business. They needed a campaign that would stand out from the many competitors in this field, but also stay true to the brand’s Hawaiian roots. Instead of showing the shoe as traditionally athletic, we chose to market it as the everyday style for women who live active, adventurous lifestyles – the idea that Miki Lī is the shoe that you want to wear in your free time. For the campaign, we followed local Hawaiian surfer Rosie Jaffurs, and her best friend Taniya, as they hiked trails on the eastside of O‘ahu, cruised to get coffee and shave ice, and finished the day with a surf.

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 Art Direction / Design: Alexa Edgerton  Photographer: Tara Rock  Client: OluKai

Art Direction / Design: Alexa Edgerton

Photographer: Tara Rock

Client: OluKai