For the relaunch of Air Max, a new world was created to show your maximum potential. With the Air Max Pulse sneaker inspired by the sounds of London, Maxxed Out Records was built, taking cues from the world of music featuring two key London artists - Nia Archives and Jeshi. Just as the Air Max innovation was a wild experiment (bottling air in a shoe), the creative direction was approached in the same way - using experimental AI techniques combined with traditional set builds, Nike’s IP, and cultural sounds to share the 37-year-old story with a new generation.

‍

‍

PROJECT FEATURES

Multi-year global creative concept, world building, narrative story and seasonal arcs, machine learning with proprietary digital and captured assets, sound reactive motion, product identity and branding.