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.
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
Thai Art Inspired
JD SPORTS X YUNA
A change-maker in the music industry.
Face of Air Max 2090 in Malaysia & Singapore with the creation of locally relevant assets.
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
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,
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
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
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
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
Partnered 4 fashion influencers to showcase how they styled the Air Max 2090
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
Visual Artist & Designer
Xiao pi hai
Youtuber & Founder of Future Made
Sneaker community founder & Model
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"
An exclusively curated Air Max 2090 lookbook featuring street dancers KittyandKZ and D MANIAC with digital content on the evolution of the Air Max