Nike Wear Your Air Melbourne!

As one of my university capstone projects, Swinburne partnered with The Department of Nike Archives to present a creative way to showcase the archives of Nike Air Max.

‘Wear Your Air Melbourne’, is a Melbourne-specific campaign with a focus on telling the significant stories of Air Max in Melbourne’s social sub-cultures. This campaign could be expanded into any city around the world telling their specific stories.

Wear Your Air Melbourne follows different characters around Melbourne in Air Max. The purpose of the campaign is to subtly pay homage to the important stories that are or were significant to Air Max over the years, while also acknowledging that Air Max has grown in popularity, expanding through to a wide variety of people. The shoes the Characters are wearing are carefully chosen to represent the kind of person that wears those shoes around Melbourne as well as re-imagining who could wear certain shoes. Finally Wear Your Air Melbourne is also about encouraging people to join in wearing Air Max.­­