Nike Air Max - Admitting what you can't do, can communicate what you can

The Nike brand, and business, was built on 'Air' technology, but in recent times had failed to reinforce its performance benefits and was seen by consumers as a fashion rather than a sport brand.

Nike Air Max – Admitting what you can't do, can communicate what you can

Planned by: Dave Cobban, Adam Collins (Nike)Agency: Wieden+Kennedy, Amsterdam

SUMMARY

Air is fashion not sport'. This was the common belief amongst our audience.

The Nike brand, and business, was built on Air' technology, but in recent times we had failed to reinforce its performance benefits.

Athletes needed to believe that Air works if they were to buy in to it. We had to overcome an ingrained sense of disbelief that Air was anything other than a marketing gimmick.

We recognised that had we...

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