Nike teamed up with London based streetwear brand Corteiz at the start of March on a frenzied Air Max 95 spot called ‘Rules The World’ showing the lengths people will go to get their hands on the kicks.
The London-based imprint’s collaboration, which imagines an unbearable world in which the latest drop of upcoming Air Max 95 trainers was cancelled after production was stopped after only 100 pairs had been made: something which sends shockwaves around the planet as stocks plummet, auction houses hold out for huge bids and sneakerheads panic as they search for the trainers high and low.
The film, as reported by RTW (Rules The World) reporters from around the globe and following a ‘Crossbar Challenge’ giveaway event with Real Madrid midfielder Eduardo Camavinga, the video fictionalises the curtailed footwear drop by dramatizing breaking news of the release and taking viewers on a journey from the room filled with overexcited sneakerhead to road tunnels on the back of a bright yellow quad bike – with subtle sneaker launch and design details scattered throughout.
The commercial includes cameo sub-narratives starring singer Jorja Smith (playing the role of a call centre operator), Slawn (the artist and designer of this year’s BRIT Award) and Manchester City and England footballer Phil Foden (who recreates the crossbar challenge for the re-launched Joga TV), while even the Cortiez brand’s founder Clint bids more than a £100,000 for a pair of the in-demand, yet scarce shoes, while
The campaign, which was created through agency Division, helmed by Director Walid Labri and produced by Voodo Pictures, acts as an awareness driver for the actual, real-world drop of the Air Max 95s which took place at a secret location in London on 4 March.
As well as Division and Voodoo Pictures, others working on the project included post production and VFX outfit No.8ldn, Monumental, Square and Chien Blueu Studio, while editorial was handled at The Assembly Rooms and music and sound by Capitaine Plouf.
Comment
In recent years, London-based streetwear brand Corteiz has established a reputation for generating exclusive buzz – little wonder then that behemoth Nike chose to team up with the small, hip outfit for its latest Nike Air Max 95 release,.
It certainly generated plenty of social interest.
This latest 2023 spot adds to a rich heritage of Nike AirMax marketing and recent notable initiatives range from February 2023 Gold ‘Born From Tomorrow’ 3D app campaign to 2022’s stunning Tokyo ‘3D Billboard’ and 2021’s ‘The Wave’ film series to 2020’s Japanese ‘AR-enabled eZine’.
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