NIKE SB

Wair Max

We partnered with Ishod Wair and the Nike SB team to create an ownable moment for the launch of Wair Max that would give consumers deeper insight into Ishod’s personality while embodying the story behind his second SB signature shoe. The collection of assets and supporting elements, lead by a highly-curated key visual, provide a glimpse into the intension that Ishod brings to skating, design and all aspects of his life. An infectiously confident laid back sensibility is juxtaposed against the control and intensity of how he skates throughout the Wair Max ecosystem of design echoing his fluid style that makes everything the former Skater of the Year rides look easy and approachable. The floating bench becomes the physical embodiment of the Wair Max story mimicking Ishod’s seemingly effortless aura and quickly delivers the lightweight Air Max cushioning message. The sculptural piece almost feels skateable while providing embedded references to the multitude of Ishod’s favorite Air Max features pulled into the Wair Max design as well as hinting to the franchise’s first marketing expression in it’s backlit viz air window—a nod to the 1987 “Nike-Air is not a shoe” ad with it’s now ubiquitous back lit air bag. The full collection of creative elements within the Wair Max initiative are driven by simple clear messages that consumers can see and feel quickly and intuitively, while also delivering DNA infused storytelling that is worthy of being included in the canon of Air Max—the most iconic footwear technology platform of all time.

We partnered with Ishod Wair and the Nike SB team to create an ownable moment for the launch of Wair Max that would give consumers deeper insight into Ishod’s personality while embodying the story behind his second SB signature shoe.

The collection of assets and supporting elements, lead by a highly-curated key visual, provide a glimpse into the intension that Ishod brings to skating, design and all aspects of his life. An infectiously confident laid back sensibility is juxtaposed against the control and intensity of how he skates throughout the Wair Max ecosystem of design echoing his fluid style that makes everything the former Skater of the Year rides look easy and approachable.

Launching the NikeSB Air Max Ishod 2 into the canon of Air Max.

The floating bench becomes the physical embodiment of the Wair Max story mimicking Ishod’s seemingly effortless aura and quickly delivers the lightweight Air Max cushioning message. The sculptural piece almost feels skateable while providing embedded references to the multitude of Ishod’s favorite Air Max features pulled into the Wair Max design as well as hinting to the franchise’s first marketing expression in it’s backlit viz air window—a nod to the 1987 “Nike-Air is not a shoe” ad with it’s now ubiquitous back lit air bag.

The full collection of creative elements within the Wair Max initiative are driven by simple clear messages that consumers can see and feel quickly and intuitively, while also delivering DNA infused storytelling that is worthy of being included in the canon of Air Max—the most iconic footwear technology platform of all time.

Featuring the launch color ways with the backlit viz Air window overtly heroes the product while calling back to the Air Max 87’s “Nike-Air is Not a Shoe” ad that launched it all.

IMAGING

_PRINT

_DIGITAL

Retail

The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.

The Wair Max riser storytelling is simple, efficient and to the point, meeting the needs of retail environments where visual completion is high and space is at a premium.

RETAIL

The Wair Max riser display overtly amplifies the footwear’s use of Air Max in the heal with direct product ties ensuring the message is clear for consumers.

_RETAIL

RETAIL

Branding

The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.

The Wair Max logo merges the Air Max 95 mark with the current visual language of Nike SB

Branding

The Wairmax logo takes direct conceptual cues from the footwear’s foundational Air Max references with clear vision toward the future. …Plus there’s the whole name thing.

WAIRMAX SET

The bench pays homage the original Air Max “Nike-Air is Not a Shoe” ad while providing a glimpse into Ishod’s curated style that that includes a love of modern art, mid century furniture and design with a piece that feels—like Ishod—simultaneously expressive, easy and confident.

Wairmax Set

The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.

The Wair Max bench design is an extension of Ishod’s signature shoe pulling in overt and discovery connections to the many Air Max performance and style features he incorporated into the footwear design.