Nike Air
Nike 2024 olympics & paralympics
Nike Air is the most decorated innovation in sport history. It’s been underfoot during some of the world’s most inspiring and awe-inducing moments. From LeBron scoring 42,184 to Eliud Kipchoge breaking 2, but the problem is — nobody knows it’s a performance innovation.
The world sees Air as a lifestyle shoe. Until now.
For the 2024 Olympics & Paralympics, Nike set out to change the perception of air and bring focus back to the fact that it’s a high-end performance innovation that helps athletes win. The stage in Paris was big, but our ambition was bigger.
Throughout the process of this campaign I had the honor of leading the global creative team responsible for all product and athlete innovation work. From athlete films to product storytelling to retail direction and extensions onto a massive screen at the Pompidou we crafted this creative in-house and then worked with a team of agencies to help extend our vision. While no single page could comprise of all of it, below is a high-level view of the all the touch points we crafted, obsessed, and influenced.
Global creative direction & oversight included:
13 athlete shoots captured across 3 weeks in Paris and San Antonio
9 product superiority shoots
5 product metaphor narratives & 3d renders
21 messaging grids leveraged globally across all Nike markets, campaign creative, social media, retail, OOH, and a pop-up experience at the Pompidou in Paris
Oversight of all work living in OOH, retail, social, digital media buys, and nike.com
campaign overview & out in the wild
athlete storytelling
Kids Focus
product storytelling
product metaphor work
retail
team
Brand Defining Creative: Leslie Robarge, Noah Wilson, Dawn Yanagihara, Miles Johnson, Sergio Martìnez, Gunnar Harrison, Chantel Sanchez, Kennedy Rasberry, Anna Melissa Ledesma-Raquid, Allison Olson, Sarah Hallal, Heather Burrell,
Brand Defining Operations: Amy O’Connell, Frank Santos, Cara Preskitt, Amy Christensen, Matt Hutchinson, Annalou Vincent
Production Team: Sarah Barkley Porter, Dina Worley, Emma Otsuka, Tyler Hall, Kevin Lennox, Marie Foley, Carlye Meisburger, Jess Wolf, Lauren May, Khloey Summers
Creative Leadership: Jesse Stollack, Julie Igarashi, Mark Aver, Andy Walker, Andre Simmons
Brand Defining Brand & Digital Teams: Helena Thornton, Bre Lider, Evan Baechler, Nick van den Haak, Noelle La Prevotte, Lauren Thompson + many more.
Agency Partners: R/GA, monks, otoh, new format, lads paris
Athlete Photographer: Jacob Sutton
Athlete BTS Photographer: Aurelie Chantelly
Product Photographer: Cecelia Poupon
