Run the Jewels
Air Force 1 High Tops
Project Overview
Client: Self-Initiated; Run the Jewels
Industry: Music Culture / Custom Footwear
Timeline: May-June 2019
Applications: Wearable Art, Cultural Storytelling, Technique Innovation
When Passion Meets Process
What began as an experiment to produce story-driven custom shoes resulted in the most research-intensive project in my portfolio—a deep dive into hip-hop culture that would fundamentally change how I approach brand storytelling. This self-initiated exploration of Run the Jewels' cultural narrative became a proving ground for authentic cultural translation and advanced Iconoflage technique development.
The project emerged from a perfect storm of creative opportunity: having recently been laid off, I had the clear schedule needed for intensive work, a pair of custom all-black Air Force 1s waiting in their box, and the desire to push both my research methodology and traditional media skills to new limits. The dual-shoe format offered a unique storytelling canvas—El-P's individual journey on the left, Killer Mike's story on the right, unified by their collaborative identity as Run the Jewels.
Digging for Jewels
Searching for Deep Tracks
The research phase became an exercise in cultural archaeology, excavating layers of meaning from over a decade of following Run the Jewels since 2014. This wasn't casual fan knowledge—it was systematic brand immersion that would establish a new standard for project depth.
The methodology encompassed multiple primary sources, including purchasing their complete discography for analysis, exploring their official website, subscribing to their newsletter, and conducting comprehensive Wikipedia deep-dives that led down rabbit trails into El-P's Def Jux era and Killer Mike's OutKast involvement. Interviews, both joint and individual, revealed personal histories and creative philosophies, while Killer Mike's Netflix special "Trigger Warning" provided unique insights into his business ventures and community vision.
This intensive approach uncovered unexpected narrative depth—their individual histories spanning well before their Adult Swim connection, their continued solo work alongside RTJ, and the authentic friendship that elevated their creative output. Every discovery informed design decisions, ensuring each icon represented either one of the individual artists or the group as a whole.
Perfecting the Flow
Adapting Iconoflage for Complex Surfaces
The technical challenges of applying Iconoflage to curved leather surfaces demanded innovation at every level. Unlike flat digital canvases, shoes require constant hand repositioning, precision in awkward angles, and zero tolerance for mistakes—there's no undo button with permanent gold paint.
The gold medium itself presented unique obstacles. Molotow alcohol-based metallic paint constantly clogged marker nibs, requiring a two-marker rotation system: while one marker worked, the other's nib soaked in nail polish remover. This rhythm became part of the creative process, forcing patience and planning that ultimately elevated the final quality.
Strategic design decisions emerged from cultural research. The black and gold palette honored hip-hop's visual traditions while the graffiti-inspired illustration style maintained authenticity. Every element—from tracing stitching lines in gold to balancing individual versus collaborative iconography—served both aesthetic and cultural purposes.
Breaking Down the Bars
The artwork weaves together complete cultural narratives through carefully researched elements:
El-P's Innovation Legacy features his Definitive Jux co-founding, Marvel Comics collaborations, New York Yankees representation, music production equipment, and the pistol-and-bunny pose from "Legend Has It"—each icon representing a different facet of his creative journey from underground pioneer to mainstream success.
Killer Mike's Community Vision showcases his Swag Shop barbershop, distinctive jewelry pieces (Benvenuto Cellini and Victory of Samothrace chains), Atlanta's 404 area code, Dodge Hellcat automotive passion, Bernie Sanders political advocacy, and OutKast heritage—mapping a story of local community building and political consciousness.
Collaborative Identity emerges through shared RTJ iconography, Fool's Gold Records history, and the iconic pistol-and-fist hand gestures that evolved across their visual identity, creating cohesion while maintaining individual narratives.
Leveling Up the Game
Redefining Value and Methodology
This project catalyzed fundamental shifts in professional approach and pricing philosophy. The intensive research investment—comprising over 40 hours of cultural immersion, design development, and precise execution—demonstrated that authentic cultural translation requires professional compensation that reflects both artistic skill and cultural expertise.
The experience established new quality standards: organized reference systems, structured icon categorization (RTJ/El-P/Killer Mike), and improved technical approaches that would influence every subsequent project. Most importantly, it proved that thorough research creates deeper storytelling—without this cultural foundation, the work would have been reduced to surface-level symbols rather than authentic narrative.
The social media response validated the approach: posts achieved five times the engagement, indicating authentic cultural work resonates beyond personal networks. This response suggested market appetite for culturally-informed design that goes beyond decoration to meaningful storytelling.
Taking It to the Streets
Primary Implementation
The hand-painted Air Force 1s represent a wearable cultural narrative—each step carrying the complete Run the Jewels story while demonstrating Iconoflage's adaptability to three-dimensional surfaces. The premium materials (all-black leather, custom straps, gum rubber soles) complement the gold artwork, creating collector-quality pieces that bridge art and fashion.
Strategic Applications
This project established frameworks for cultural design work across multiple contexts:
Executive/corporate gifts celebrating brand heritage
Athlete collaborations translating personal stories into wearable art
Music industry partnerships requiring authentic cultural translation
Limited edition corporate pieces for stakeholder recognition or charity fundraising events
Museum-quality installations demonstrating brand evolution
The Final Cut
The Run the Jewels Air Force 1s transformed personal fandom into professional cultural competency, establishing a methodology for authentic brand storytelling that respects source culture while creating meaningful connections. The project demonstrates how intensive research enables designers to serve as cultural translators rather than cultural appropriators—providing microscopes to examine stories and mirrors for community recognition.
This approach to cultural design work offers businesses authentic ways to engage diverse audiences, moving beyond surface-level diversity initiatives to create genuine cultural connections through thoughtful storytelling and respectful representation.
Transform Your Story Through Cultural Design
Ready to explore how deep cultural research can elevate your brand storytelling? Let's discuss how authentic narrative development creates lasting connections with your community.