Nike: Air Max Day

In celebration of Nike Air Max Day 2023, we were enlisted by global fashion boutique END. Clothing to boost excitement around the re-launch of a classic Nike silhouette.

Searching through our community network, we identified Bettina Khiroun, Head of Accessories at cult fashion label Mowalola, to be a perfect collaborator on the project, executing a shoot that explored a physical manifestation of her world, placing the hero silhouette seamlessly within.

For our IRL extension of the campaign we agreed on a bag-making workshop, after Betty’s display of eye catching bags for Mowalola at Fashion week.

We turned a corner of the END. Soho store into a workshop during trading hours, with no disruption to the flow of business. Upcycling played a prominent role with the workshop as participants were asked to bring old items of clothing they no longer wanted to give them a breath of fresh air.