Nike Air Max SP23
THE Approach
play into the brand images of newjeans and zior park as the groundbreakers of new age kpop and Craft a visual strategy designed around this generation’s ‘reckless electric youth’. find inspiration in the pulse logomark and visually craft a look and feel that shows our icons unapologetically taking up space. Move away from traditional “beauty” shots and instead focus on the energy of amplified chaos, personality, and irreverence — aligning Nike with the uncompromising spirit of today’s youth.
The Brief
Nike Korea’s retail division for one of korea and japan’s largest retailer ABC-Mart needed a limited set of assets to showcase a line of new air max products (pulse) to launch on abc-mart’s grand stage. The ask was to create a film and visual deliverables for in-store and digital retail use. the opportunity was to bring new energy to the Air Max line by localizing it to Korea’s youth culture, leveraging nike global’s brand strategy and expressing it through NewJeans & zior park, korean Gen Z’s breakout icons
The Result
What began as an assignment for nike’s retail team grew into one of Nike Korea’s most visible campaigns. The film and visuals were picked up by nike’s brand team, and quickly spread across major fashion and sneaker media outlets including Hypebeast, Esquire, W Magazine, and VICE.
The campaign caught flames on the global stage, appearing on billboards in New York and Los Angeles — a rare trajectory for a retail-originated project. This organic escalation demonstrated the power of local creative when crafted around a universal understanding of today’s youth, and positioned Air Max as the pulse of an oncoming generation.
CLIENT Nike Korea
BRAND TEAM Yoonsun Chung, Sol Oh
ART DIRECTION Hankyul Oh
DIRECTOR Jan’ Qui (KUW)
PHOTOGRAPHER Kim Sun Hye (CHUTZPAH)
EXEC PRODUCER Seunghwan Lee (KUW)
