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Sneakerheads rejoiced upon learning that Nike had resurrected the original Air Max. The shoe, when it was first released in 1987, so cracked the staid box of sneaker design that it recently received its own holiday, Air Max Day. And with it being the fourth annual Air Max Day and also Air Max’s 30th birthday, this year’s celebrations required the boldest global campaign yet from Nike Brand Design and ManvsMachine. The London- and Los Angeles–based design and motion studio would help ignite the Air Max community with the product’s rebellious spirit. A “re-revolution” was in order.

Wary of seemingly mimicking other studios and losing that ManvsMachine touch, the studio nixed its initial idea of creating a campaign based purely in the illustrative, graphic realm. Instead, what was stopping it from crafting a mixed-media campaign that itself pushed the notion of a remix to the limits? Out went the restrictions on the types of design used, and in came illustrations, high-end 3-D, graphic design and photography. Air Max’s robust history provided a glut of inspiration for the studio to tie it all together. The result is a soulful, fun campaign that uses layers of compelling imagery—and a cool sneaker or two—to tell the story of an iconic shoe’s heritage. It’s a confident, eclectic remix of everything Air Max.

mvsm.com

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