The Air Max 720, the latest silhouette in the Air Max family, has the biggest air unit ever featured in an Air Max shoe. Nike wanted to define a bold new future for sneaker culture, rather than looking to the past for inspiration. The objective was clear: to get more people buying the latest in Air Max innovation directly from Nike. But the problem was that most people bought their sneakers via other retailers that stock Nike. In order to drive more direct sales, we needed to create unmissable entertainment through our e-commerce experience.
One that could tap into the codes of sport culture and work in the digital spaces the audience thrives in.