nike sea&i

air max

sp20 recap

BACKGROUND

Nike Air Max has played a pivotal role in the sneaker culture since its debut more than 33 years ago.

Apart from innovation, Air Max represents community which highlights inclusivity, responsibility and co-conspiration.

When we talk to consumers about sneakers, Air Max often comes up as the top of mind Nike sneaker with Air Max Day serving as a cultural moment dedicated to this Nike icon.

objectives

We want to inspire & empower consumers through the undeniable influence Air Max has on city communities and accelerate  the Air Max business through key seasonal innovations.

  • Our first LED BY HER narrative - from her, for all 

  • With a strong digital push across SEA&I 

  • Tapped on media partners and LINE as the key platform for Thailand - a priority market.

What we did

A changing LANDSCAPE

With the developing Covid-19 situation, we recognised the potential sensitivity surrounding the original concept and responded by evolving our plan and approach across all consumer touchpoints across SEA&I  

LED by her - from her, for all 

Putting the community at the forefront by empowering and inspiring them  through storytelling of over 10 global and local protagonists across SEA&I that are paving the way forward for HER

thai protagonists x iameverything 

3 Thai protagonists that are leaders in their field, share their stories on IAMEVERYTHING - a Thai digital lifestyle platform - on their business, how they spearhead sustainability efforts and how they resonate with Air Max. 

CHEF TAM CHUDAREE

 

Top Chef Thailand

Champion

LALALOVE

 

Sustainable Thai

Fashion Label

CHADA

 

Thai Art Inspired

Nail Polish 

thai pionairs

JD SPORTS X YUNA

A visionair

YUNA

  • A  change-maker in the music industry.

  • Face of Air Max 2090 in Malaysia & Singapore with the creation of locally relevant assets.

AMPLIFIED

  • Paid social amplification driving traffic to JD.com..

  • OOH amplification at Nike stores (MY) and Pavilion, KL.

AIR MAX DAY OUR WAY

We had a strong digital push for this year's Air Max Day across NBHD accounts through engaging protagonist storytelling, digital content and captivating lookbook asset creation 

JD
LE
FL
Atmos
Car

JD SPORTS

Afham from Nike Ekin puts the spotlight on the Air Max 2090, Nike's futuristic approach to the classic Air Max silouhette in conjunction with the Air Max 90's 30th anniversary,

limited edT

In conjunction with their new door opening, LE partnered with 4 female artists in Singapore to share about their craft and how they resonate with Air Max

The artists displayed their work at the new CHAMBER door

HANYA SEAH

  • A jewellery/metal artist who started out with an interest in teeth grills - a jewellery popularised by hip-hop culture

  • Her work reflects her love  for sneakers and she developed a sense of style that appeals to fellow sneaker lovers

  • A tattoo artist whose interest in classic and vintage styled illustrations had led her to dive head-first into art with any art background

Josephine 

chan

Kelly Limerick

  • A crochet artist who learned to knit by herself and picked up crochet at 7 years old

  • Creates her work without a sketch or set patterns to produce one-off unique designs 

Kenyana

  • A model-dancer with Ghanaian and Chinese heritage

  • As a girl of mixed-race ancestry, she knew she stood out from the crowd but learned to embrace and draw strength from her uniqueness

Foot locker

Partnered 4 fashion influencers to showcase how they styled the Air Max 2090

ATMOS KL

Featuring 3 unique individuals coming together to talk about their life in the city and their passion for Air Max and an Atmos KL specific AMD webpage

janggutbear

Visual Artist & Designer

Xiao pi hai

Youtuber & Founder of Future Made 

sam wong

Sneaker community founder & Model

ATMOS Bangkok

Exclusive Duck Camo Lookbook and video series of unboxing and video series on the evolution of Air Max 90 featuring local artists and protagonists

AIR MAX 90 (M)

nike air max 2090 documentary 

evolution from air max 90 to air max 2090

LIVE! UNBOX NIKE AIR MAX 2090 & AIR MAX 90 "duck camO"

carnival bkk

An exclusively curated Air Max 2090 lookbook featuring street dancers KittyandKZ and D MANIAC with digital content on the evolution of the Air Max

The evolution of "Air Sole"

Review by pint carnival: nike air max 2090

key stats

air max sell-thru

Air max 90

6.2K SOLD

in 10 weeks across all channels

air max verona

190 SOLD

in 4 weeks across all channels

air max 2090

123 SOLD

in 3 days on nike.com

paid boosting (TH)

REACH

IMPRESSION

2.49M

20.16M

CTR

clicks

0.51%

>103K

media coverage

84

pieces of coverage

>16.8m

reach

influencer seeding

>3.5M

TOTAL

reach

>36.9K

TOTAL engagement

NIKE SEA&I

AIR MAX

SP20 RECAP