Nike | Air Max Day NYC 2023: "Maxxed Out"
Problem: While the Air Max shoe is expected to be a huge pillar of Nike's future, Gen-Z felt disconnected from the franchise due to wht they felt was a lack of specialness, creativity and a fresh Gen-Z point of view.
Goal: Reset the Air Max franchise and build brand affinity with NYZ by co-creating new content and experiences with true NYC maximalists.
Solution: Craft pithy, palpable profiles chronicling a group of emerging Gen-Z photographers tasked by Nike to create their own Gen-Z inspired Air Max campaigns. Communicate each artist's creative direction to emerging Nike audiences and translate how that direction speaks to a new era for Nike and the Air Max. Also: craft all accompanying social copy for Instagram.
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Squad:
Agency: Manual NYC | Photo: Sam Balaban, Yulissa Benitez, Elizabeth Wirija, CW: Aaron Randle