After a five-year hiatus since the last Nike SB signature shoe, the launch of Ishod Wair’s debut design demanded nothing short of a cultural moment. Ishod’s creativity thrives in the unpredictable—a dynamic energy that shaped every element of the campaign. Inspired by the iconic 2009 film Today Was a Good Day featuring Paul Rodriguez, Don’t Make Plans redefined LA skate culture for a modern audience, seamlessly blending heritage with the spontaneity and irreverence that only Ishod could deliver. The results spoke volumes: a “best in class” launch for Q3 2021, the fastest sell-out in SB’s 20-year history, and a groundswell of engagement, from viral viewership to earned media coverage in Thrasher and Complex.