Project—Doubleday and Cartwright was commissioned to create an illustrated genealogy and cultural impact survey of Nike Air Max, from designer Tinker Hatfield’s discovery of visible air to Air Reinvented, a collection of four classic styles revamped with Nike’s latest material innovations.
Creative—Focusing on the Air Reinvented series, D&C sought to reveal the design catalyst and wider cultural significance of each shoe as a vehicle for showcasing the evolution of Air Max more broadly. Through fun and fantastical key art, supporting illustrations and copy, D&C unlocked the hidden histories behind these collection favorites—The Air Max 1, a design conceived at Paris’s Centre Pompidou that ignited Nike’s most critical footwear advent; The infrared-accented Air Max 90, a veritable staple of the early Acid House scene; The anatomically-inspired curves of the Air Max 95; The Air Max 97’s metallic ellipses, perennially secured to the feet of creatives, club-goers and style connoisseurs alike. The artwork and copy was then assembled into a rich visual timeline weaving the collection story together at retail, out of home and in print.
Results—The art assets created for the Air Reinvented campaign appeared globally at both boutique and mass market Nike locations, various out of home and industrial executions and a handful of print opportunities. In order to dimensionalize the story online, Nike approached D&C to create a viral animated piece leveraging the artwork, which earned widespread praise on style platforms around the web. Additionally, D&C assembled the animated assets into a series of online banner ads that were displayed on both endemic and mass media.