Air Max Day 2017 fell on March 26 and marked 30 years since the Air Max 1 of 1987. Kiss My Airs became the campaign line, alongside Wear Your Airs. Jason Nocito photographed athletes, singers, designers, and creators, and the talent included G-Dragon, Neymar, and Ruby Rose. We made it internally, Nike Brand Design EMEA with Nike Sportswear, and Nike Brand Design briefed and creative directed the outside agencies, including Collins, ManvsMachine and Wieden+Kennedy.
Why it looks like this
The tone of the Air Max 1. The Brand Identity, presenting Collins’s work, described Kiss My Airs as a bold statement in keeping with the “unapologetic tone of the Air Max 1 OG,” and said the art direction set out to capture the “fierce spirit” of the Air Max and its appeal to unconventional characters.
A re-revolution. It’s Nice That reported that ManvsMachine’s Air Max Day 2017 work set out to “visualise a Re-Revolution and ignite the Air Max community” across seven products, about ten hero films, and more than 20 print stills, with a custom display typeface, Amd17 Display.
Press and sources
- The Brand Identity: Collins creates Nike’s Kiss My Airs campaign
- It’s Nice That: The re-revolution of Air Max: ManvsMachine celebrates 30 years of a sneaker icon
- Hypebeast: G-Dragon, Neymar, Ruby Rose and More Help Celebrate Nike’s 2017 Air Max Day
- Hypebeast: Nike Officially Reveals the Air Max Day Collection