Nike

Mar 2018

Nike revitalizes its heritage and cultural influence with the Kiss My Airs brand identity campaign, a bold exploration of sneaker culture that bridges the gap between high-fashion editorial aesthetics and street-level commercial presence. By deploying a visually arresting mix of large-scale outdoor billboard placements and immersive retail activations, the campaign masterfully commands the urban landscape. The creative direction, executed with precision by the team at COLLINS, leans into a punchy visual language that pairs striking, high-contrast studio strobe portraiture with oversized, clean typography. This graphic-forward approach captures the essence of modern Sportswear and fashion, anchoring the iconic Nike branding within dynamic, real-world environments. Whether it is an athlete like Odell Beckham Jr. playfully interacting with the product or a stylized studio portrait set against a saturated, singular blue backdrop, the imagery emphasizes a sense of movement and attitude. Through a combination of live-action technique and meticulously crafted lifestyle photography, the campaign avoids stagnant branding, instead favoring a visceral, tactile engagement with the viewer. The integration of bold, white capital text across both architecture and print materials creates a cohesive aesthetic thread, successfully transforming public spaces into a gallery for footwear innovation while cementing the brand as a dominant player in contemporary visual storytelling.

Commercial

Sportswear, Fashion