Nike wanted to do a sneaker drop that everyone could take part in. So, for the first time in 10 years, they were teaming up with Foot Locker to drop a line of 90’s inspired Air Max.

Current culture was just starting to embrace a 90’s renaissance, so we saw an opportunity to build a bridge to the past with cultural icons from the era the Air Max started in.

We created an integrated campaign that weaved the 90’s into sneakerhead culture of today. It was all designed to light up social and make the stories around the shoes just as valuable as the colorways themselves.