Social / Content / Production
Y-3 needed a dominant social presence powered by a constant stream of content. The challenge was translating a brand built on fit, technology, street-style heritage, craft, and lifestyle into fast, social-first storytelling without losing depth.
The solution was Built in Layers, a campaign designed for the feed. Each piece of content focused on one layer of the Y-3 identity: precision product details, iconic sneaker moments, technical innovation, and everyday style. Individually, each post told a focused story. Together, they built a complete and unmistakable Y-3 world.
The result was a steady rhythm of layered content that kept audiences engaged, strengthened the brand aesthetic, and built anticipation for every upcoming drop.
