We’re throwing all expectations out the Big Window to resurface this OG underground icon. On the back of its 30th anniversary, it was time for a new strategic positioning, creative direction and toolkit to kick-start the future of this Nike classic.

The initial research and insights phase was key, deep diving into the worlds of Gabber and Grime subcultures essential to the heritage of Air Max BW. From desk research to in-depth interviews, this was a chance to get cross-generational perspectives ranging from those with first-hand experience when the shoe first launched in 1991, to Gen Z guiding the scenes today and where the shoe might be heading next.

Having completely immersed ourselves, the creative came to life with a distinctive look and feel and original logo creation. Immediate impact was created by mashing analogue and digital, riffing off scene iconography, visualising the energy, layering textures, clashing colours, and embracing odd angles. A full toolkit was developed for roll-out across European teams and markets.