A 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
A 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.
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 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.
Partnered with 4 fashion influencers in Singapore and Malaysia to showcase how they styled the Air Max 2090 on Instagram.
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.
Jewellery & Metal Artist
Model & Singer
Model & Singer
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 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"
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"
Review by pint carnival: nike air max 2090
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.