nike sea&i

air max

sp20 recap

changing  landscape

To celebrate Air Max in SP20, we had a robust strategy to inspire consumers in driving the Future of Air with Air Max Day serving as a cultural moment dedicated to this Nike Icon.

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

What we did

We want to empower consumers through the undeniable influence of Air Max through:

  • Our first LED BY HER narrative 

  • strong digital push across SEA&I

  • Leveraging on media partners and LINE in Thailand

community at the forefront

Empowering and inspiring consumers through impactful storytelling of over 25 global and local protagonists across SEA&I that are paving the way forward for the community.

comms storytelling

Three Thai local protagonists share their stories on IAMEVERYTHING about their business, how they spearhead sustainability efforts and how they resonate with Air Max. 

AIR MAX DAY OUR WAY

Together with our key partners, we celebrated Air Max Day with a digitally led approach through local storytelling, exclusive lookbooks and protagonists.

JD
LE
FL
Atmos
Car

JD SPORTS

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.

  • Assets amplified through paid social amplification to drive traffic to JD.com.

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.

Foot locker

Partnered with 4 fashion influencers in Singapore and Malaysia to showcase how they styled the Air Max 2090 on Instagram.

limited edT

Partnered with 4 female artists in Singapore to share about their craft and how they resonate with Air Max. Each artist created an Air Max inspired art piece that was featured at LE's new CHAMBER door.

HANYA SEAH

Jewellery & Metal Artist

Josephine chan

Tattoo Artist

Model & Singer

Kelly Limerick

Crochet Artist​

Keyana

Model & Singer

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 content on the evolution of Air Max 90 as well as a sneaker unboxing which featured local artists and protagonists.

duck camo lookbook

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 their crew with digital content surrounding the evolution of  Air Max.

air max 2090 lookbook featuring kitty&kz 

The evolution of "Air Sole"

Screenshot 2020-04-24 at 4.13.47 AM.png

Review by pint carnival: nike air max 2090

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key stats

RESULTS

With the retail and warehouse closure, we focused our efforts on Nike.com as the main channel and achieved promising results, with Air Max 2090 attaining a 13% ST in the first 3 days.

BRAND MEDIA

COMMS coverage

influencer seeding

THANK YOU