Nike is handing the design reins to Birmingham’s chosen creatives, inviting local voices to shape it’s latest initiative, that’s just for us Brummies. The home-grown customisation pieces will be available exclusively at the Nike store in Bullring.

As a new part of the brand’s Nike By You range, global meets local in a limited-edition drop created in collaboration with two of the city’s most exciting creatives: graphic designer Luke Tonge and illustrator Phoebe ‘Pheeb’ Robinson.

The bespoke designs are now available in-store, giving Birmingham shoppers the chance to personalise their Nike pieces with patches, pins & more – that all celebrate the spirit of their city.

Danielle Bozward, Marketing & Placemaking Manager from the Bullring team shared how important it is for brands to be giving their different audiences a chance to represent for their communities: “We always try our utmost best to shout about the city we call home, it’s an integral part of who we are and such an amazing city and it’s filled with so much talent! The variety of skills and unique talent we have on offer as a region is absolutely insane.

placeholder image — Nike By You Birmingham Designs

It’s amazing to see one of our biggest retailers investing into the local community by giving both of these fabulous artists an opportunity to showcase their work to fellow Brummies, and to further put Birmingham’s incredible creative scene on the map.”

Designed by Brummies, for Brummies, the collection brings Birmingham’s creative energy directly to Nike’s busy shopfloor in the heart of Bullring, turning into a canvas for community, self-expression, and celebrating some real local pride.

Luke, a West Midlands-based designer, mentor and co-director of Birmingham Design Festival, is known for bold, typographic-led visuals and his championing of the city’s cultural scene.

Luke shared his excitement for the initiative, and provided a little insight into his designs: “I was so stoked to be invited to be part of the ‘Nike By You’ initiative – my immediate response was, this opportunity is too good to just keep for myself, and because I spend so much of my time championing the scene here, it felt like another great vehicle to use to showcase more of the talent we have here! Pheebs is a friend and an incredible talent, so it was a no-brainer to collab with her on this. She jumped at the chance, and we’ve had so much fun coming up with the collection together.”

Pheeb is an illustrator who is celebrated for her joyful characters and vivid textures, she brings a playful lens to themes of nature, fashion, and life in the urban landscape blending the wild with the wonderful concrete jungle we call Birmingham.

Pheeb added: “This collaboration between myself and Luke captures some of the many things we love about Brum, through bold colour, character illustration and complete creative freedom. Seeing the work come to life in stores and on the streets has been an incredibly rewarding moment from what was a truly fun and inspiring project. “

For both, this is more than just a collaboration. It’s proof that when global brands invest in local creatives, the results go beyond the product. It sparks opportunity, a wider visibility, and gives local creatives the chance to share their authentic stories with new audiences.

The Nike By You collaboration pieces by Luke and Pheeb are available to customise in-store at the Nike Bullring as of now. Whether you’re repping your neighbourhood or supporting Birmingham’s creative scene, you can wear it with pride, your way.