Nike By You – Air Everywhere

The campaign took inspiration from Heron Preston’s utilitarian, sustainable brand and combined it with the concept of 360 degrees of air (itself inspired by the shoes’s design where the iconic air bubble wrapped up over the foot), literally re-using scraps from Nike’s top secret Air bubble factory in Beaverton, OR.

We took the audience behind the scenes using 360° cameras, timelapse videos of the set build and behind the design interviews, we left nothing hidden. We welcomed viewers into the process, celebrating the beauty everywhere.

The campaign was capped off with a two day Nike By You event at Salone del Mobile in Milan, Italy. Hosted by Heron himself avid Heron Preston fans and sneaker heads got to work with the materials in-hand and design their very own AirMax 95 or 720. The whole event was broadcast live via Heron’s Instagram channel.

Results

We reached over 34M people during Milan’s Salone Del Mobile.
2400 members registered for the maker workshops with Heron.
All 4000 units sold out in one day on Nike.com.

Credits

Creative Director: Meirion Pritchard
Art Director: Noah Beckwith
Digital Designer: Allison Olson, Jana Raport
Creative Producer: Adam Bordow

Photographer: Thomas Albdorf
Set Design: Georgina Pragnell