nike AIR MAX 1
Nike came to us with a clear challenge: Air Max was stuck in a nostalgia loop. Gen Z and Gen Alpha were looking backward, not forward—grabbing onto symbols of the past to feel something familiar in an uncertain world. Their love for Air Max wasn’t lived—it was inherited.
The opportunity? To reignite the spirit that made Air Max iconic in the first place: bold innovation, irreverent style, and a connection to culture that leads—not follows. This was about giving Air Max back its edge and positioning it as a vehicle for what’s next.
WHAT WE DID
Creative Concepting
Photo & Video Production
Organic Social & Paid Media
App Thread & Email
Retail Globally
Creative concepting
To make Air Max relevant in youth culture, we set out to connect with them through the original attitude, energy, and emotion of Air Max, leaving a cultural reference point in the memories of our consumers. Gen Zalpha—Nike’s identified audience—are unapologetic maximalists, so we didn’t hold back.
Music is the air to Air Max culture. From Europe’s grime and garage scenes to the likes of Redman and Gucci Mane, this sneaker icon inspires lyrical icons. We cast emerging voices and let them lead, empowering them to shape the forthcoming chapter of Air Max's influence in music and fashion through a concept called “Sound Check.”
From fit checks to mic checks, we captured how each artist’s musical roots influence their look—and vice versa. Through intimate interviews, visual storytelling, and layered media, we showed how today’s talent is remixing the past and shaping the future.
Rapper/Recording Artist from West Philly
R&B/Pop Artist & Model from the Bay Area
ARMANI
Photo & Video Production
Fresh face, old soul, signature style. The creative direction embraced the duality of Gen Zalpha—rebellious but rooted, exploratory yet self-assured. The visuals captured that layered energy: irreverent, expressive, and undeniably cool.
We kept the set minimal but intentional. Talent was photographed against brightly gelled backdrops, surrounded by amps, mics, and speakers that doubled as props and seats—turning each frame into a personal stage.
ASHLEY
For video, we brought in a raw, fast-cut style that echoed TikTok’s rhythm but layered in high-production grit. Quick zooms, motion blur, and jump cuts highlighted styling details and sneaker moments while keeping the energy chaotic in the best way. We mixed in iPhone BTS footage, letting the talent self-capture moments between takes—adding a candid layer to the polished edit and giving the campaign that lived-in feel audiences actually connect with.
Assets were used across Instagram, TikTok, YouTube, SnapChat, X (formerly Twitter), and web.
1M Views
91.5K Engagements
organic & paid social
Social posts were composed of product-focused and talent-focused content, woven together by Nike’s overarching MAXXED OUT narrative.
Through short-form storytelling, we spotlighted each maximalist’s creative journey, digging into their personal connection to Air Max and how the product inspires their self-expression. The mix of product and personality made the campaign feel both big and intimate—scroll-stopping and story-driven.
app thread & email
We extended the storytelling into Nike’s owned channels, using app threads and email to go deeper on the talent behind the campaign. Each message featured bite-sized interview moments, fun facts, and behind-the-scenes details—blending sound, style, and personal story.
The tone was aspirational but grounded, pairing product insights with personality-driven content that encouraged readers to test the limits of fashion—and create hits of their own.
