Air Max 90
NIKE X FOOTLOCKER
Challenge
How do we re-introduce the classic Air
Max sneaker, originally known for being
the bold, defiant symbol of self-
expression 30 years ago, to a whole new
generation of sneaker fans amid a wildly
different world?
HERO FILM
“IRL” Longform
Solution
Create a campaign that
celebrates the AM90 as more
than a sneaker, but rather a
mindset that represents
self-expression and personal
identity - through radically
fresh voices of today’s true
pioneers of modern culture.
“A campaign that
REINTRODUCES the Air
Max 90 as AN agent OF
self-expression…”
Execution
Working from our strategic
research we identified the
most authentic narrative,
location and action for each
of our talents. We then
collaborated with each talent
to dial in the details before
shooting them each in the
place they called home in
cities around the US and
captured a mix of live action
footage and still photography
to bring forth an interesting
mix of both.
“…AND PERSONAL IDENTITY
THROUGH THE LENS OF
MODERN YOUTH CULTURE.”
Impact
Impact
A campaign as effective
at selling shoes as it was
at inspiring the culture - through
empowering stories speaking
to young women, persons of
color and youth through
sports, art, fashion, skate
and sneakers.
