The Nike Air Max was launched in 1987 and has gone on to become one of the most famous sneaker designs of all time. For Air Max Day 2017, ManvsMachine was commissioned to celebrate 30 years of Air Max with a huge campaign.


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.


Specific to this campaign is the aesthetic decision to bridge 2D and 3D graphic languages, so the typeface is successful in both. The letterforms are based on the geometries of Futura Bold Condensed and inspired by the Air Max air bubble.


The mixed media campaign features illustrations, high-end 3D, graphic design and photography. A rich, soulful, fun campaign with layers of storytelling and compelling imagery.


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