With the objective of introducing Air Max to a new audience, many who do not know its origin story, the focus was on Air Max as a branded idea versus individual products, seeking to bring emotional connection by capturing the spirit of Air and re-contextualizing it to be relevant today. Through cultural trends of style, the campaign celebrated mainstream and sub-genres all through the lens of “feeling" Air.

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PROJECT FEATURES

Seasonal campaign narrative and creative direction, heritage storytelling, global campaign identity and modular branding system for scalability across geos and cities.