nike kids maxxed out
WHAT WE DID
For the release of the Air Max Dn8, the Nike Kids team asked us to develop a creator-led campaign to re-introduce the iconic shoe to the next generation.
Creative Concepting
Talent Selection & Management
Organic Social
Creative concepting
Despite parents looking to limit screen time, these digital natives are hyper online—and 60% of Gen Alpha parents said their kids are watching shopping content online. We knew kids have an appetite for styling content, but we needed to stand out from the rest. This led us to bring to life the concept focused on infinite experimentation called, Air Play.
For Gen Alpha, content creators are the new idols—so this campaign was all about putting kids in charge and letting them run the show. We tapped into the childlike wonder and imagination of this young consumer and let them bring the Air Max Dn8 to life in their own way.
selection & management
We curated a roster that included micro and macro talent with a range of interests and content styles. From dancers, to designers, to up-and-coming YouTube stars—each creator brought a unique point of view to the campaign.
Each creator’s uniqueness was part of the magic, so we developed custom creative briefs for each creator based on what was authentic to them.
Model and style creator Iyan put a unique spin on the “Get Ready with Me” video format by adding in ASMR elements and a public setting to showcase her quirky sense of humor.
15-year-old artist and designer Giana was known for piecing together creative looks and illustrations, so we had her draw a Dn8-inspired outfit and bring it to life.
Designer Ashlyn crafted an original “bubble couture” dress, inspired by the Dn8’s AIR chambers and aerodynamic lines.
Fashion influencer Londyn has a recurring content theme of cloning herself in videos, so we had her dress herself—literally— using fun TikTok-style transitions and a caption asking, “Who wore it best?” to prompt the audience to engage in the comments.
social
We let talent take the lead on uploading, tagging brand accounts when applicable. The cadence and order of posting were based on age, content type, and colorway. Copy for each was another opportunity for creator input, but we offered suggestions in their tones of voice with keywords and hashtags that hit all SEO, Explore Page, and For You Page needs.
