“Air Max House” for Nike
For the 30-year anniversary of Nike’s Air Max, we wanted an idea that would shine light to sneakerheads’ sizzling culture in Sao Paulo. That's why we created the Air Max House. A revitalised house in the heart of the city that became the headquarter for the SNKR culture and a stage for sneaker heads to come together and share their revolutionary ideas on music, sports, dance, culture and, of course, Air Max.
Rebels On Air - Revolutionair Radio
Who better than the local people who are already making a difference in their communities to embody the Air Max's revolutionary spirit? For each week of the Air Max month, a rising artist joined an acclaimed revolutionnaire to co-create something new in music, fashion, art and dance. To document all of the creative process, we created an Instagram Story series called REBELS ON AIR.
Rebels On Air Vol. 1 - DJ Zeon (Tropkillaz) feat. Sabotagem
Acclaimed DJ Zegon - @zegon - joined five rising beatmakers to remix an old Brazilian rap classic and co-create a new song that was later featured on the AirMax Stage.
Rebels On Air Vol. 2 - Emicida feat. the best freestylers of São Paulo
Nike AirMax alongside Brazilian rapper Emicida - @emicida - were on a quest to find the best rap freestyler in São Paulo. We visited local rap events and invited the winners to compete on an all-time championship battle in the Air Max house.
Rebels On Air Vol. 3 - Carol Conka feat. Batekoo
One of the most prominent Brazilian female rappers, Karol Conka (@karolconka) joined group Batekoo (@batekoo) to create a new choreography for her song, in honor of Brazilian Women's Day, highlighting feminism and new ideas on womanhood.
//AGENCY:
R/GA São Paulo
//TEAM:
Executive Creative Director: Saulo Rodrigues, Carlão Fonseca
Copywriters: Rafael Miessi, Luiza Sá, Luiz Medeiros
Art Directors: Gabriel Berta, Pati Mo, Alex Moers