Nike AM+

The overarching aim of the campaign was to recontextualise the Air Max+ to a new generation by hyperbolically activating the product with a surreal intervention of everyday life. AM+ is iconic due to its unorthodox style. The team’s goal was to immerse the new generation in an unorthodox activation that reflected the AM+ energy.

Style is the difference between a flicker and a spark.

The Nike Air Max+ is a London essential when it comes to sneaker culture. Nike and NBHD partner Offspring approached paq to create an experiential activation for the release of the new AM+ colour-way.

From its design composition - the hand drawn smaller than usual Nike logo and reflective tongue - to its cultural relevance as the dynamic choice in every collection.

We sought individuals within the Offspring Community who paralleled a similar dynamic approach to their craft: renegades who live life out loud.

The synergies between the AM+ and Renegades lied in their love for freedom and always doing things with style.

Building off this we centred our activation around freestyle: positioning the AM+ at the pinnacle of where style meets freedom to make sparks fly. We brought together Nike, Offspring and ‘rap in paper’ - an audio visual music platform that fuses the worlds of music and art -to bring the AM+ to life with a live shopfront window display performance, followed by a rap cypher event.

Working closely with the Nike & Offspring team, we selected Fimiguerrero and Kibo as our artists who embodied the AM+ spirit. Lead designer Joshua Allen created a bespoke AM+ wrap design that incorporated elements of thermal energy, lava and heat transfer; translating the AM+ into a bespoke art piece, dynamic enough to stand out irrespective of perspective or proximity.

The artwork seamlessly synced with the wider AM+ story as well as the energy of our lead artists. This visual language also translated into a print newspaper - ‘The Daily Wrap’ - which told the AM+ and rap in paper story, incorporating photography, typography and tongue in cheek copy lines into a tangible giveback for the Offspring community.

The stunt took place without warning in Soho with both artists breaking the fourth wall via an unannounced shop window performance to launch the AM+. This engaged the people in the area who drew in by the numbers to experience our activation. The rap cypher was hosted by Travs Presents - inviting the Offspring community and wider public into a bespoke gallery space designed and curated by our creative team.

We placed the OG sneaker with the people who get it, live it and breathe it. A campaign filled with energy and nuanced knowledge of the Offspring community and AM+, a reflection of the extra spark created by the paq team.