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Nike Air Max 90 Essential Femme
« on: Dec 24th, 2017, 8:16pm » |
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The Nike Air Max was launched Nike Air Vapormax Mujer in 1987 and has gone on to become one of the most famous trainer designs of all time. For Air Max Day 2017, ManvsMachine was commissioned Adidas ZX Flux Mujer to celebrate 30 years of Air Max with a huge campaign. Here, creative director Adam Rowe takes us through the project and shares insight into the processes that saw it realised.
In 1987, Nike launched one of the most innovative and groundbreaking sneaker designs of all time: the Nike Air Max. With this design, Nike made the invisible visible, opening a window to the sole like never before. This technology became a game changer in the sneaker world, as the public was intrigued and runners were hooked. What began as a window, transformed into the sole of the shoe and then into the soul of sneaker culture. Our brief for Air Max Day 2017 was to celebrate thirty years of Air Max and bring its revolutionary spirit to life again, redefining the present and future of Air.
We wanted to tap into that rebellious OG spirit and build Nike Air Max Thea Mujer an homage to the passion that started the Air Max revolution, as well as the evolution of Air over the past 30 years. We’ve worked on so many Air Max projects by now, we have a pretty solid understanding of the product and its heritage, so were in a great position to explore 30 years of Air.
Nike are excellent historians, and provided an amazing resource for back stories on all seven of the products we launched this Air Max Day. For each we were given insights into the inspiration and thinking behind the product, from basketball courts and elephants for the Air Max 1 Atmos to plants, animal prints and Kid Robot for the Air Max 1 Master. Having such detailed storytelling elements made our lives easy when bringing the visuals to life and creating a rich landscape of Air Max history.
We were fortunate to have a clear goal from Asics Gel Lyte 5 Womens the off: visualise a Re-Revolution and ignite the Air Max community with the product’s rebellious spirit. Having such a strong steer gave our concept development a solid foundation.
Our initial creative approach was to identify and explore the “methods of revolution”; the different ingredients that come together to make a revolution spontaneously evolve. Themes such as mass-mobilisation, revolutionaries, iconology, flags, paint, smoke, etc. started to emerge. We then began to sketch concepts that were tightly wound around any one of these elements, which we thought would make for a succinct campaign. We soon realised this wasn’t the way to go, as any one of these themes on its own didn’t challenge convention – it was a combination of all these elements working in unison that empowered a revolution.
Many weeks of research Asics Gel Lyte 5 Dames and distilling of information lead us to the following summary which became Nike Air Max 97 Mujer our mantra – “The Re-Revolution is a global movement. It’s an epic coming-together of risk-takers & rebel spirits from all corners of the globe, challenging conformity and ushering in the future of Air Max.”
At this point we had a clear understanding of the Air Max’s heritage and the product storytelling boxes that needed ticking and we had a strong notion as to what informed a Re-Revolution. Our next challenge was figuring out a way of gelling both together to create something that was visually different and defied convention.
A remix is an interpretation that gives new life to its original. It’s an homage to the past but it speaks to the current moment in a way that’s fresh and ownable. This is what we were going to do: remix 30 years of Air whilst Nike Air Max 90 Essential Femme having the Re-Revolution as an overarching theme.
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