Meet Sam Awoyemi, footwear designer for London sneaker brand notwoways and ice hockey player for the Lee Valley Lions. For the notwoways Formula drop, we centred the whole campaign around the title “Classics Aren’t Made Overnight” producing a film and surrounding social content. The hero film focused on Sam, the designer of the Formula sneaker, drawing comparisons of the skills and mindset needed in footwear design and ice hockey. A documentary at its core, the script was written off the back of an extensive interview with Sam, and we used his real parents voices in the final film. Starring Tomiwa Okubanjo as young Sam and Sam Awoyemi as himself.