Kiss My Airs


Kiss My Airs

To celebrate the Air Max, we looked back to what made it break through in its inception in 1987. Its founding principles were revolutionary — defying tradition through product innovation that ultimately fueled a cultural shift.

We expressed the Air Max of today as more than a shoe, but rather a movement. We built our system around the campaign slogan, “Kiss My Airs,” embodying the bold, unapologetic tone of the Air Max 1 OG. The photo art direction encapsulates the rebellious spirit of the Air Max, and its ability to cater to a range of big, unconventional characters. Launched on Air Max Day 2017, this campaign not only celebrated the origins of Air Max, but also introduced the next addition to the Air family, the then-pending release of the VaporMax.
Credits

Matt Luckhurst, CCO
Steve Reinmuth, Creative Director
Christian Widlic, Design Lead
Caroline Bagley, Associate Designer
Photography by Jason Nocito
COLLINS
All work copyright Christian Widlic