Nike · 07/15
Teaching a new generation of sneakerheads the story of HTM.
Creative direction for Nike’s second Air Max Day celebration.
- Client
- Nike
- Year
- TK
- Role
- Creative direction
- Scope
- Campaign concept · Designer archetypes · Campaign creative
Three designers. Three archetypes. One story worth passing on.
The project
Lead creative direction for Nike’s second Air Max Day celebration, and build the campaign around education as much as celebration.
The challenge. A younger generation of sneakerheads was showing up to Air Max Day without knowing HTM — or the stories behind the designers who shaped the shoes they were lining up for.
Our approach. We gave each key designer a unique archetype, and used those archetypes to inform all of the creative — turning history into characters a new audience could recognize and follow.
04 · The result
Sneaker history, told as character.
A celebration that educates — introducing HTM and their stories to the people who will carry the culture forward.
