"Classics Aren't Made Overnight"

6 June 2023

65s

You've come a long way, baby.

Shoe designer and ice hockey player Samuel Awoyemi stars in this wholesome ad for notwoways, the sneaker brand from East London that encourages fair, responsible drops (if that's even possible). Director Edie Amos takes us back to Sam's childhood, when he first got a taste for science, design, and "fresh white creps".

Hockey feels like the odd one out next to kitchen table experiments and late night doodling, but Awoyemi reckons the sport taught him about precision and risk versus reward—knowledge that any shoe designer worth their salt needs. When the next Sam Awoyemi is ready, notwoways will be in touch.

UK

Shoes