Turning Imagination Into Reality
Nike Sportswear global campaign for Air Max Day.
This year’s approach takes cues from modern editorial design and hosts an extensive number of assets — from live action, 3D, typographical design, right the way through to cel animation.
While there have been other Nike Air shoes designed explicitly for lifestyle, beginning with the 1987 Air Safari, these all featured air units originally created for running performance. The Air Max 270 unit, and its subsequent shoe, is the first 100-percent lifestyle Air shoe — designed with the same rigor as sport performance but for the demands of all-day wear. The name 270 comes from an internal Nike epithet for the Air Max 93, which referred to the 270 degrees of visibility in the air unit. The Air Max 270 unit height offers the biggest heel volume displacement for maximum air cushion comfort. Expect the 270 Max Air unit to make an appearance on a variety of silhouettes in 2018 — and in a breadth of color too. The Air Max 270 is available now at nike.com and select retailers.