Nike Air Max Campaigns
PROBLEM
Nike Air Max iconic sneakers are the most sought out shoes in Nike history — but had yet to come to golf.
Our challenge was to combine the youthful energy from Air Max culture to the course, utilizing limited editions, including a scarcity strategy known to be effective among sneakerheads.
ACTION
Over three seasons we launched four distinct campaigns highlighting different stories for each type of shoe across Nike social channels.
RESULT
The shoes blew up the Nike app, selling out in 30 seconds and expanding the youth and sneakerhead markets by building anticipation for the next shoe drop.
Private Reserve
To create more intrigue around shoe capsule drop I drew inspiration from a visit to the Nike archives and created the concept of Nike vault. The idea was that these hand-picked shoes, chosen for their exceptional craftsmanship and style, have been privately held on special reserve by their makers. This was a very hands-on process to search all prized collectibles around Nike campus that we later used to create “shoe maker” desk spaces showcasing the story behind each shoe’s creation.
Aired to the Max
The Nike Air Max came to golf for the first time and we created a playful spin by bringing the youthful energy from the sneaker subculture to the course. For still photography we created four unique sets that depicted the inspiration for each shoe and created a frame-by-frame boomerang-style motion piece for social media channels.
Be Seen. Stand Out.
The Nike Reflectivity pack has been curated with the mantra “Be Seen, Stand Out” – helping Nike athletes to inject a little bit of progressive styling into their game during Major’s week. A final nod to the location of The Open: Royal Portrush in Northern Ireland is featured within the design elements of the creative.
Fresh “Grass” amplify
The Nike Air Max 97 Golf “Grass” makes use of a simple white, yellow, and green color palette, with a synthetic turf-like material planted on the upper – with grass blades extending beyond the signature track lines that circle the shoe. The creative concept was based on an idea of “grass takeover” to amplify the core concept of the shoe.
Credits:
Creative Director – Damion Triplett
Art Director – Inese Silina
Photography / Retouching – David Emmite
Photography / Retouching – Swanson Studio