Nike Always On: Street Ball Couture
These images are part of Nike’s SU25 "Always On" campaign — a bold celebration of street basketball culture reimagined through the lens of fashion. The campaign bridges the raw authenticity of the game with a refined visual language, embracing a style Nike calls Street Ball Couture — where performance meets elevated design.
My role in this project was to bring this energy forward through high-end retouching, staying true to the mood, the moment, and the subject’s attitude. The challenge was to maintain the grit and character of the original frame while elevating every element to meet Nike’s visual standards.
The retouching process involved a delicate balance: preserving natural skin texture and tonal depth, while refining details like lighting transitions, garment structure, and overall composition. The apparel needed to look clean but lived-in — not overly manicured — so I focused on highlighting the shape and tension in the fabric without stripping it of its realism.
Color grading played a key role in shaping the final look: I unified tones to enhance contrast and atmosphere, but always kept the feeling grounded and authentic.
This image is a study in controlled energy — raw yet refined, expressive yet minimal.
The creative direction from Nike was all about keeping things real: no artificial gloss, no sterile perfection. Just truth, style, and athleticism — always on.
Client: Nike
Campaign: SU25 “Always On”
Creative Direction: Nike Basketball Campaign Team
Retouching: Hugo Ceneviva
Campaign: SU25 “Always On”
Creative Direction: Nike Basketball Campaign Team
Retouching: Hugo Ceneviva
