Lead Agency: Mindshare China
Since its launch in 1987, Airmax has positioned itself as Nike's most creative shoe collection. Designed by architect Tinker Hatfield, Airmax was the first shoe in history to reveal the air within its sole, leading it to become a symbol of creativity and innovation in sportswear culture. This year, the new Airmax launch (Air 720) stayed true to its heritage with an innovative design which revealed more air in the sole than ever before.
With this new design, Nike sought to both make a creative statement and strengthen their connection with Chinese youth who were hungry for bold and innovative sneaker styles. Research revealed that youth's hunger for fresh styles was the product of a desire to "be more creative" yet only 14% of youths actually felt creative most of the time. Marketing was selling the dream along with its sneakers, but those same sneakers weren't bringing their creative dreams to life. Airmax was here to change that.