CREATIVE PROBLEM SOLVING

PROBLEM:

Nike’s Air Max has been a source of comfort and inspiration as early as its commandeering of NASA technology back in the late 70s, paving the way for the “AIR” component as a definitive element of the shoe design.

The Air Max has come a long way from its humble beginnings as a casual sneaker and has transcended air and time to find its place among the higher reaches of sneaker culture. We were particularly inspired by this iteration of the sneaker, as it takes on a “scorpion” inspired sole, flyknit upper, all while still retaining the classic Air Max silhouette.

We purposefully picked this particular SKU for it’s electric and nuanced color way. We also noticed that it was—among the other colors—“on sale” on Nike.com. Why? Was it not understood? Did the customer not relate? How can we connect the dots?

SOLUTION:

We took these questions to the drawing board and devised a campaign that emphasized the opposing traits of the loud sole and and clean classic upper. We wanted it to feel futuristic, both in place and out of place in the world, articulating a sneaker that creates such a bold statement of design and color.

By reiterating Nike’s copy, “The Future of Comfort”, in the tagline, we bring the sneaker into an urban setting, drawing a connective line between comfort and practicality, casual wear and athletic need—a true creature of surprise and awe. With this energy embodied in a shoe, the Nike Air Max Scorpion does all of these things and more, leaving us wondering where Nike will take this classic silhouette next.