Nike

AIR MAX DAY 2020

Content
Concept
Production

We paid a visit to a new generation of European culture pushers and Air Max collectors to talk about their stories, opinions and aspirations. We collaborated with them to create a platform for global Air Max fans to showcase their own passion for the Nike classic.
In addition to that we celebrated London and Amsterdam through the Air Max 1 City Pack. The two capital cities when it comes to representing the Air Max silhouette, making the sneaker the cultural icon it is today. The documentary spotlights a few of Nike’s own as well as some of the most profound figures in sneaker culture to tell the story of Air Max from their perspective, including our very own Masta Lee.