Nike's Air Max is a statement shoe that makes a statement in style with color blocking designs. This year marked the brand's 35th anniversary in business. Sneaker heads began celebrating the Air Max in 2014 which includes a lot of interactive brand campaigns.
History of Nike Air Max Day
Air Max Day is an annual celebration of Nike Air. It allows the brand to share with consumers that Air Means to creators while capturing feedback on how the brand has become a part of consumers lives. The Nike team then takes the feedback and returns the following year to surprise their fans with exciting , imaginative, and meaningful experiences.
Being that this year is such a notable brand, Nike brought out all their bells and whistles for Nike's Air Max Day.
Nike Japan created a (first ever) 3D billboard located outside the Shinjuku Station in Tokyo.
About the Ad:
This project was a collaboration between Nike Tokyo's in-house brand creative studio and creative collective CEKAI. Kota Iguchi (a driving force in Tokyo's creative community) and the founder of CEKAI, directed the motion graphics in partnership with Nike's brand creative team.
The team started conceptualizing in late 2021. After everyone was on board with the final concept, it was a 2 month timespan to design, program, and test process.
Takeaways:
Nike is notorious for how to effectively master brand identity. They don't create logos for their shoes, but products and experiences that reinforce their logo and tag line "Just Do It" This brand campaign exemplifies "Just Do It". Unboxing is a major activity of a sneaker head's lifestyle and I love how Nike took this everyday concept and applied it to this brand campaign.
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