FootLocker: Nike AirMax Day
For Air Max Day, we didn’t just want to create a campaign that told someone else’s story and walked away. But rather, we wanted to use Air Max Day to recognize those who started it all: Black and Latinx women! Streetwear was founded on the contributions of women of color, but they are often recognized as participants and not originators. To pay homage to their contributions, we partnered with undiscovered talent and made content by, for, and with Black and Latinx women.
Careers were started, emails where swapped, and recognition was given. On Air Max Day the response was positively overwhelming!
With no paid support, we had 239k organic engagements and 360k organic views.
no joke… some of these captions still bring a tear to my eye.
Agency Team: NYC Collective: Miami Collective:
CD: Dan Rozier Musician/model: Kaiya Nyasha Musician/model: Abby Jahaira
ACD: Haye Anderson Photographer: Sage East Photographer: Celia D. Luna
AD: Josiel Correa Stylist: Desiree Guery Stylist: Lina Palacios
Copywriter: Anna Leone DP: Agustina Biasutto DP: Moriah King
Designers: Kiery West & Gray Kent