NIKE
DIGITAL CHAMPAIGN
What’s In The Air
I spent a good chunk of the early 2019 collaborating with the Nike team on this old-skool, gabber-dancing, nostalgia-filled time capsule.
Go inside some Air Max Icons to see what's in the air when they were created. You know, the 90’s, the simpler era of Chumbawamba, dial-up modem and snake mobile game.
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![](https://freight.cargo.site/t/original/i/650c5f9e9a46b61193c80a49a64b451128ef07bf10ad8d124a39dc494fb29c75/AM95.gif)
![](https://freight.cargo.site/t/original/i/aa91cc298cf111c01f0684133d9c59af1583f00b36840bad00c92e5bd90f7ef3/AM98-HBR.gif)
![](https://freight.cargo.site/t/original/i/be2c0bcc68749620fff369448d4f6b1918889f72723d261e96dcba8031c07391/AM97-HBR.gif)
![](https://freight.cargo.site/t/original/i/98974d0b76585048ac12d6ff0a53e237b8115e551aa12876e329552a139a74d6/Seinfeld--gif.gif)
PROCESS & DEVELOPMENT
The assignment was to establish a unique visual treatment for each AirMax that is inspired by the design of the sneaker and the cultural moment of the time. Here are some early explorations.
![](https://freight.cargo.site/t/original/i/9d9515b9bdf4ff838247284d9925e000dea26f91c7806eb1b64edf15d76e015c/timeCap_004fff.png)
AirMax 90
![](https://freight.cargo.site/t/original/i/cb7c13f0958121b277e9c41fb9f64a3abe69bdec43e037fad93a2e0f117d6d66/97c.jpg)
AirMax 95
![]()
AirMax 97
![](https://freight.cargo.site/t/original/i/a9b07b5176238249fe59743c22228ae1f6ca1afec782afd1afcff1239fc3cd63/98D.jpg)
AirMax 98
DIDN’T MAKE THE CUT
These are some of the visual developments that didn’t make it in the final animation.
![](https://freight.cargo.site/t/original/i/96b6dd407380965bf244b48e288e3db6c296f535a6817d4442a7857f29e1b599/dsf.png)
I liked the idea of AirMax 90 hyvent orange is literally an orange having it’s skin peel off. Unfortunately, the idea got killed.
Early AirMax720 Design, what a happy dude ︎
![](https://freight.cargo.site/t/original/i/a0475851585d7d6be222b2ad9ee78ceb4559fb8aeffc959fa381da876f02dc5e/98-euro.png)
Did you know Aussie bikie gang love their AirMax 98?
![](https://freight.cargo.site/t/original/i/f6133ca32d0bf06b30f94f76c98fb2b069234a747866e9803d8935e7720fcabb/98-friend.png)
That thanksgiving episode from Friends.
![](https://freight.cargo.site/t/original/i/72a844d467353573b14c6a863e58b1cb19a72a61581515f3580841d954b6287f/05.png)