Agency: Kettle | Role: Art Direction

We teamed up with Nike NYC to craft social first content highlighting the launch of the Nike Soho Air Shop leading to Air Max Day 2020. We encouraged all sneaker lovers, both OG’s and New-G’s, to come together and celebrate their love for Air Max at the interactive space.

BACKGROUND

Air Max is one of Nike Sportswear’s key footwear franchises and represents one of the most iconic footwear innovations of all time. Every year since 2014, Air Max Day has been a day for people to come together and celebrate their love for Air Max.

Nike is creating an interactive, immersive digital space in Nike Soho’s first floor, and highlighting the franchise on the second floor with an Air Shop month-long activation. The campaign will also be live online.

THE ASK

Develop a creative media approach for Air Max activations happening at Nike Soho (529 Broadway), and social assets to be used across the entire Nike ecosystem. Have the activations target entry-level sneaker consumers with a focus on women.

OUR OBJECTIVES

Lead with Air Max.

We have an opportunity to leverage the iconic, recognizable Air Max franchise to introduce our audience to Air Shop and get them excited about the activation.

Focus on the future.

Staying true to Air Max’s “Fearless Progression” positioning, we’ll nod to the franchise’s rich history while emphasizing Air Max’s future-focused, revolutionary spirit through messaging and visuals.

Celebrate the audience.

It's important our creative involves the audience, both online and in person, to celebrate both Air Max and the people who wear them.

Floaty, airy, visuals with a futuristic twist.
Get carried away with Air Max.

MOMENTS TO CAPTURE

PORTRAITURE

• Slo-mo captures.

• Empowering portraits of models (incorporating fans, and slofies to evoke feelings of Air).

• Shots of models on colored walls & streets of Soho, both aerial and worms eye view. 

IN-STORE

• Shot in which one model "acts" as a mannequin, and then moves playfully (wink, etc).

• Playing with scale, models posing in front of large sneaker shots on gloss seamless images in-store.

• Tracking shot of model walking horizontally in front of shoe wall.

• Video of models playing in photo booth, freeze frames of shots (silly faces, etc).

• Shot of models in-store with app in hand, checking out.

OTHER

• Shot of model scanning for Gift With Purchase moment.

• Shot of model receiving Gift With Purchase and opening package / unwrapping.

MOMENTS TO CAPTURE

ON-STREET

• Corners of Soho architecture / sky.

• Basketball courts, park, fence textures.

• Taxis passing by.

• Crosswalk on Broadway.

• Prince Street subway station (art), walking up the stairs to Broadway.

• Stone streets, sitting on stairs, portraits in front of architectural / colored walls. 

• Shoe details: crosswalk, against sky, posed on stairs, against concrete and stone street textures.

TALENT TALKING POINTS (VO)

• What do you love about Air Max?

• What initially drew you to sneaker culture?

• How do you use your platform to inspire sneaker culture and move it forward?

• Describe your Air Max style in three words.

• How do you reinvent yourself and your style?

• What does being a woman in sneaker culture mean to you?

• Why do you think sneaker culture needs more women?

CASTING

Maria Mora (+friend)
Copywriter. Sneaker Enthusiast.

Maria will bring a friend to converse with at the store for organic interaction. Her friend will be an entry-level consumer new to sneaker culture.

FB/IG STATIC ADS

Every Air Max has a story, this is where to find yours. Float over to our Soho store to experience Air Shop 2020 at 529 Broadway.

Get Directions

Get carried away by the next drop of Air Max. Shop kicks, threads, then snap a pic of it all in our digital cloud booth, only at Nike Soho. 529 Broadway, NYC.

Link to Nike Air Max Landing Page