Air is not a shoe

Since its introduction in 1987, the visible air-cushioning unit has defined the Nike Air platform. With the VaporMax, Nike again redefined what a shoe could be. We leveraged this history to tell the innovation story through narrative, film and unique ‘Air Lounges’ around the globe.

The Nike VaporMax realizes the full potential of air. Both super light and flexible, it unlocks a world of possibility and imagination to further innovate the Nike air platform and change the way shoes are made forever. Nike needed a partner to help bring this story to life.

Nike air is not a shoe; it’s a platform. The Nike VaporMax is the first shoe to give the wearer the feeling of truly being “On Air”, harnessing the full potential of air by eliminating everything but the airbag. We partnered with Nike to design an end-to-end experience and story to showcase the potential of Air.